Sunday, April 12, 2009

WSJ: Anheuser-Busch InBev might sell Rolling Rock

From the Wall Street Journal:

Brewing giant Anheuser-Busch InBev NV is exploring the sale of its storied but struggling Rolling Rock brand, according to people familiar with the matter.

The potential sale comes three years after Anheuser-Busch Cos. bought Rolling Rock from Belgian brewer InBev NV for $82 million.
[Visitors look over a display case of beers made by the Anheuser-Busch Cos. July 14, 2008 in St. Louis, Missouri. Anheuser-Busch Cos. ] Getty Images

Visitors look over a display case of beers made by the Anheuser-Busch InBev in St. Louis, Missouri.

InBev, whose brands include Stella Artois, acquired Anheuser-Busch for about $52 billion this past autumn to form the world's largest beer maker by sales, and is selling assets to help repay debt from the deal.

Sales of Rolling Rock, whose ad slogan is "Born Small Town," have been on the decline in recent years. But the brand could appeal to beer companies seeking to expand in the U.S. market by scooping up an established name. The pale lager, which originated 70 years ago in Latrobe, Pa., is sold in distinctive green bottles, and is most popular in the eastern U.S.

Full story here.

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