DISTRIBUTOR SEEKS AGENCY FOR GROLSCH

$6 Million Account May Go to Small- to Mid-size shop

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BOSTON (AdAge.com) -- US Beverages, Stamford, Conn., is talking to agencies about handling its estimated $6 million Grolsch account, an executive with the company told AdAge.com.

The account had been at Boston independent Gearon Hoffman. The company is considering whether to handle the brand in-house or work with an outside agency, likely a small- to mid-size agencies, Jerry Greenstein, executive vice president of marketing, said.

A decision is expected in March.

US Beverages began Grolsch's domestic distribution at the first of the year. Prior to that, Seagram Spirits & Wine Group and Diageo's UDV had handled the brand, which is owned by Royal Grolsch NV.

Grolsch received $36,000 in measured media in the first 10 months of last year and $1.1 million for all of 2000, according to Taylor Nelson Sofres' CMR.

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