Rolling Rock to Anheuser-Busch

Budweiser brewer Anheuser-Busch has acquired the Rolling Rock brands from InBev USA for $82m.

Despite the change of ownership, it’s very much business as usual for Rolling Rock and Rock Green Light, as Anheuser-Busch announces its plans to keep brewing the beer to its traditional recipe and maintain ongoing sales channels in the UK and Ireland.

InBev’s decision to sell the brands was prompted by the Belgian group’s desire to focus on the high-growth import brands in its portfolio. From now on, InBev’s sales and marketing efforts will be aimed at maximising the potential of its leading imported beers, including Stella Artois, Bass Pale Ale, Beck’s, Brahma and Labatt Blue.

As part of its strategy to build on its reputation as the US leader in imported draught beer, InBev has stated it plans to sell its Pennsylvania brewery and is currently in discussion with potential buyers.

© db June 2006