Asahi’s priorities shift as it stops brewing Grolsch in the UK

Japanese drinks giant Asahi has stopped making Grolsch lager in the UK after ending a brewing contract with Molson Coors.

Grolsch Light Lager

Grolsch became part of Asahi’s beer portfolio in 2016, when former owner AB InBev agreed to sell the brand, along with Peroni and Meantime, as part of its takeover of SABMiller. SABMiller acquired Grolsch, a Dutch brewery founded in 1615, from Royal Grolsch in 2008.

Asahi ended its brewing contract with Molson Coors after Grolsch, which has been sold in the UK for 35 years, was delisted by supermarkets Tesco and Asda, reports The Grocer.

An Asahi spokesperson told the publication: “After 35 years, Asahi and Molson Coors have agreed to end the joint venture agreements for the Grolsch brand in the UK and Ireland. As a result, Grolsch is no longer available in the UK and Ireland.”

It is believed that sales of Grolsch in both the on-trade and in retail have been hit in recent years by the rise in demand for premium and ‘craft’-style beers.

While it is delisting Grolsch in the UK, Asahi also recently completed its acquisition of UK beer giant Fuller’s brewing business in a deal worth £250 million.

The acquisition means that Fuller’s brands London Pride, Frontier and Cornish Orchards have joined Asahi’s premium portfolio, sitting alongside Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell and Meantime.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

The Global Riesling Masters 2019

Deadline : 20th December 2019

The Global Pinot Noir Masters 2020

Deadline : 31st January 2020

Click to view more

Champagne Masters 2019

View Results

Rioja Masters 2019

View Results

Click to view more

Subscribe today to get each issue of The Drinks Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)