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Warsteiner Italia will distribute, sell and market the Grolsch brand in Italy, according to the agreement between the Dutch brewer Royal Grolsch and Germany's Warsteiner Brauerei about extending their strategic alliance. “Grolsch brand has entered a new phase after being present for some years on the Italian market. With Warsteiner Italia Grolsch has fostered a partnership that can further expand the Grolsch volumes in Italy," Grolsch said in a statement.

For the next five years Grolsch plans to treble its sales in Italy following the agreement with Warsteiner. The alliance between companies started in February 2002, focusing initially on buying packaging and raw materials.

The Dutch brewer Grolsch said that its alliance with Warsteiner was not exclusive and that the company's would be interested in possible further partners, who were welcome to join part if not all of the agreement. "It remains the intention of both breweries to expand their cooperation further. In that way the brewers wish to strengthen their position and competitive strength in the consolidating beer market, without damaging their independence," Grolsch stated.


29 January, 2003