Regardless of origin, the green bottle has become an enduring symbol of Rolling Rock's identity. According to one story, the green bottle was initially used to differentiate Rolling Rock from other beers during Prohibition, indicating that it was a "medicinal" brew. The reasoning behind this choice is shrouded in legend. One of the most recognizable features of Rolling Rock is its distinctive green glass bottle. Rolling Rock quickly gained popularity among locals and became renowned for its unique brewing process and quality ingredients. It was first brewed by the Latrobe Brewing Company, a regional brewery established in 1893. The story of Rolling Rock began in 1939 in Latrobe, Pennsylvania. Let's journey through Rolling Rock's history, exploring its origins, evolution, and the range of products it offers. Rolling Rock has become a staple in American beer with its distinct green bottle and crisp taste. Houlihan Lokey Howard & Zukin's Food and Beverage Group acted as InBev's financial advisor in the transaction InBev was advised by Lazard and Goldman Sachs for its strategic option.Rolling Rock Beer is an iconic brand that has captivated beer enthusiasts for decades. InBev employs over 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. InBev USA is part of InBev, the world's leading global brewer by volume. InBev USA is the leader in providing imported draught beer to bars and restaurants throughout the country. Brazil's Brahma, the 6th largest beer brand in the world and Labatt Blue and Labatt Blue Light, the No. 1 selling German import Bass Pale Ale, the leading British beer in the U.S. Headquartered in Norwalk, Conn., InBev USA brings the world's leading beers to the U.S., including Stella Artois, the country's best-selling Belgian beer Beck's, the No. Anheuser-Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America's top recycler of aluminum cans.Īs America's imported beer specialists, InBev USA offers a diverse portfolio of over 20 international brands. 1 among beverage companies in FORTUNE Magazine's Most Admired U.S. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer, and a 27 percent share in Tsingtao, the No. The company brews the world's largest-selling beers, Budweiser and Bud Light. Louis, Anheuser-Busch is the leading American brewer. "Our sales and marketing efforts will emphasize our leading imported beers, including Stella Artois, Bass Pale Ale, Beck's, Brahma and Labatt Blue."īased in St. market, which is to focus on the high-growth import brands in our portfolio," said Doug Corbett, president of InBev USA. "The decision to sell the Rolling Rock brands was based on InBev's strategic approach to the U.S. It is in discussions with potential buyers to determine the best available options for the brewery and its employees. InBev plans to sell its brewery in Latrobe, Pa., separately to focus its U.S. Acquiring Rolling Rock enables us to reach a new audience and to continue building our broad portfolio of products that meet the wide-ranging needs of consumers." We live in a diverse world where consumers are hungry for variety. "This beer is not like others, and its consumer following is equally distinctive. Busch IV, president of Anheuser-Busch Inc. "We have an ideal opportunity to grow this historic brand," said August A. Internationally, Rolling Rock will continue to be sold in the United Kingdom and Ireland. Anheuser-Busch will begin brewing Rolling Rock and Rock Green Light in August using the brands' same time-honored recipes, maintaining Rolling Rock's craftsmanship and heritage that its fans expect and appreciate. Rolling Rock has established itself as an authentic, iconic American lager with a loyal following.Īnheuser-Busch acquires the Rolling Rock brands and recipes with the transaction, and will now start to work with the existing Rolling Rock wholesaler network and Anheuser-Busch wholesalers to define plans for the future. in 1987, Rolling Rock is an historic American lager that is well-known for its distinctive, full-bodied taste and painted green bottle. Introduced in 1939 by Latrobe Brewing Co. Anheuser-Busch paid $82 million for the global brand rights and recipes for the Rolling Rock beers. The acquisition will expand Anheuser-Busch's portfolio of products and leverage its sales and distribution skills to make the Rolling Rock brands available to more consumers. subsidiary of Belgian-based InBev (Euronext: INB), the two brewers jointly announced today. LOUIS (May 19, 2006) - Anheuser-Busch (NYSE: BUD) has purchased the Rolling Rock brands from InBev USA, the U.S.
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