Introduced in 1939 by Latrobe Brewing Co. and acquired by InBev's Labatt U.S.A. in 1987, Rolling Rock is an historic American lager that is well-known for its distinctive, full-bodied taste and painted green bottle. Rolling Rock has established itself as an authentic, iconic American lager with a loyal following.
Anheuser-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. 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. Internationally, Rolling Rock will continue to be sold in the United Kingdom and Ireland.
"We have an ideal opportunity to grow this historic brand," said August A. Busch IV, president of Anheuser-Busch Inc. "This beer is not like others, and its consumer following is equally distinctive. We live in a diverse world where consumers are hungry for variety. 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."
InBev plans to sell its brewery in Latrobe, Pa., separately to focus its U.S. business on imported beers. It is in discussions with potential buyers to determine the best available options for the brewery and its employees.
"The decision to sell the Rolling Rock brands was based on InBev's strategic approach to the U.S. market, which is to focus on the high-growth import brands in our portfolio," said Doug Corbett, president of InBev USA. "Our sales and marketing efforts will emphasize our leading imported beers, including Stella Artois, Bass Pale Ale, Beck's, Brahma and Labatt Blue."