Dutch Gold

The '4 for 5' Dutch Gold package.

Dutch Gold is a low-cost, imported, pilsner lager beer sold only in Ireland. It was launched there in 1995.^[1]

The beer [edit]

The beer is brewed and canned in the European Union under the licence of, and distributed by, Zuidhollandse Bierbrouwerij, a trading name of Anheuser-Busch InBev, a multinational beverage company which owns the 'Dutch Gold' trademark.^[2] It is distributed in Ireland by Comans Wholesale, an importer and distributor of beers wines and spirits located in Tallaght, County Dublin. The beer contains 4.2% alcohol by volume. It is described by the distributor as having a "clean, fresh, crisp, typical Dutch beer flavour".^[1]

Irish retailing [edit]

In the Irish canned beer market, Dutch Gold has a market share of between 11% and 14%, making it the nation's third most popular beer after Budweiser and Heineken.^[3] Dutch Gold is not advertised in the media, rather favouring in-store advertising. Competitive pricing and a variety of multi-pack offers are the primary promotional methods.

Social and cultural implications [edit]

In 2006, the Gardaí launched a campaign against anti-social behaviour in Lucan under the name 'Operation Dutch Gold'. The distributors of the product, Comans Wholesale of Tallaght, complained that the naming of the project was unfair to them.^[4]

University College Dublin has a Dutch Society that is synonymous on campus with Dutch Gold.^[5]

References [edit]