A-B Ties Up Grolsch

As predicted by BBD in October and reiterated in January (see BBD 01-26-2006), Anheuser-Busch has secured the importation and marketing rights for the Grolsch (http://www.grolschlager.com) brand family, the "other" Dutch beer. BBD spoke with VP Dave Peacock about the deal, and he told us that "Grolsch is a great brand to start with. We did a lot of research on it, and we found that Grolsch has good brand awareness yet trial was relatively low, so there exists a lot