USA: InBev USA sells Rolling Rock brands to Anheuser Busch
InBev USA , a subsidiary of InBev and Anheuser-Busch jointly announced May 19 the sale of the Rolling Rock family of brands. The purchase price was $82 million dollars (USD) for the U.S. and worldwide rights to Rolling Rock and Rock Green Light.
Anheuser-Busch acquires the Rolling Rock brands and recipes with this transaction and will now start to work with the existing Rolling Rock wholesaler network and Anheuser-Busch wholesalers to define plans for the future. Anheuser‑Busch will begin brewing Rolling Rock and Rock Green Light in August using the brands’ same time-honoured recipes, maintaining Rolling Rock’s craftsmanship and heritage that its fans expect and appreciate. Internationally, Rolling Rock will continue to be sold in the United Kingdom and Ireland.
The decision to sell the Rolling Rock brands was based on InBev’s strategic approach to the U.S. market, which is to focus on the high-growth import brands in its portfolio. InBev’s sales and marketing efforts are aimed at maximizing the potential of its leading imported beers, including Stella Artois, Bass Pale Ale, Beck’s, Brahma and Labatt Blue, and on its strength as the U.S. leader in imported draught beer.
InBev plans to sell its brewery in Latrobe, Penn., separately to focus its U.S. business on imported beers. It is in discussions with potential buyers to determine the best available option for the brewery and its employees.
InBev is a publicly traded company based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume. InBev’s strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted external growth, and by putting consumers first.
InBev has a portfolio of more than 200 brands, including Stella Artois, Brahma, Beck’s, Leffe and Skol - the third-largest selling beer brand in the world. InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2005, InBev realized 11.7 billion euro revenue.
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