MILWAUKEE, Wis. Anheuser-Busch announced that it no longer will exclusively hold the rights to import Grolsch beers in the U.S. The company said it has agreed to a deal allowing rival Miller Brewing Co. to handle Grolsch for an undisclosed amount of money.
This change comes after Miller’s European parent company, SABMiller, acquired the owner of the Grolsch beers brand, Royal Grolsch NV, in February. The distribution deal is expected to close by Aug. 1. Financial details have not been released.
Milwaukee-based Miller will take over as importer of the complete Grolsch brand line-up.
“The time is right to end our importation of these brands,” Anheuser-Busch’s vice president of marketing, David Peacock. “It is important that our wholesalers who transition these brands are able to protect their investments. This agreement includes provisions for our distributors that will compensate them appropriately.”
Grolsch now will be granted access to Miller’s some 450 distributors. The distributors will be given the chance to stock the Dutch beer in their stores.
Anheuser-Busch is the brewer of Budweiser and Bud Light and leads the American domestic market in beer sales.