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Brew Poised to Make Run at Rival Imported Brands

By Published on .

NEW YORK (AdAge.com) -- United States Beverage awarded NexGen Media Worldwide, New York, its estimated $2 million media planning and buying account for its Grolsch beer account after a review with undisclosed shops.

The distributor, based in Stamford, Conn., took over U.S. distribution and marketing for Grolsch in January and hopes to compete with other popular imported brands such as Corona and Heineken for the highly coveted 21- to 35-year-old consumer.

The brand's creative shop is Catalyst, Fairfield, Conn.

The 386-year-old brand, owned by Royal Grolsch in the Netherlands, sold almost 1.7 million cases in the U.S. in 2000, according to an annual beer report issued by Impact Databank Review and Forecast, accounting for only 1% of the $14 billion imported beer market in this country.

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