Colombia: SABMiller launches Dutch beer Grolsch

Dutch beer Grolsch is for sale in Colombia as of September 24, distributor Bavaria said.

Grolsch, first brewed in the Netherlands in 1615 and featuring 5 percent alcohol content, is now the oldest brand among the global offerings distributed by Bavaria, the company said in a statement.

“We are convinced of Grolsch’s positive impact in the Colombian beverage market, thanks to its distinctive characteristics: flavor, body, color and an inspiring and creative packaging,” Bavaria vice president Fernando Jaramillo said.

In a recent interview with the El Espectador newspaper, Jaramillo said Colombia had a relatively low consumption of beer at 44 litres per capita annually, compared to, for example, 73 litres in neighboring Venezuela.

In fact, beer sales in Colombia have been decreasing after reaching 63 litres per capita annually in 1990, Jaramillo said.

Bavaria, owned since 2005 by brewing giant SABMiller, said Grolsch was available in 70 countries with annual sales close to 2.1 million hectolitres.

26 September, 2014