SOURCE: MillerCoors


April 27, 2009 10:12 ET

Grolsch Partners With Artists to Create Installation Inspired by Recyclable Materials at NEXT Chicago

Holland-Based Beer Company Continues Support of Chicago Art Scene

CHICAGO, IL--(Marketwire - April 27, 2009) - Grolsch today announced it will again support NEXT Chicago, Chicago's premiere art fair, to be held May 1-4, 2009. The Holland-based brewer is extending its presence this year with exciting artist collaborations and event partnerships, as artists, galleries, collectors, critics and curators make their way to the Windy City's famous Merchandise Mart, the historical building hosting both NEXT and sister-show, Art Chicago.

Grolsch is partnering with two artists who will showcase their work throughout the weekend, including a one-of-a-kind 'Art Bar' where legal-drinking-age fair attendees and exhibitors will be able to enjoy Grolsch while experiencing an installation inspired by and constructed with recycled Grolsch bottles.

Virginia-based artist, Bill Hess, will travel to Chicago to create and display his 'glass bottle topiary.' Rather than fashioning living plants into ornamental shapes, Hess will use recycled Grolsch bottles to create three unique tree structures. Visitors will also be able to experience the process Hess went through to create the pieces by viewing time-lapsed footage showcasing the installation project over two days.

The unique Grolsch 'Art Bar' will also be featured on the NEXT floor alongside Hess's topiary creation. Built from only recycled materials, this bar will be produced by local artist, John Preus, who is co-founder of the Urban Woods Project, a member of the artist-collective, Material Exchange, and works with the Experimental Station and Resource Center.

"We are thrilled to be partnering with talented artists who are committed to working with recyclable materials," said Brian Schmitz, Grolsch Brand Manager. "As a proud supporter of the Chicago art scene, we know the Grolsch Art Bar and Bill's installation will add to the exciting NEXT environment."

In addition to a presence on the NEXT floor, Grolsch will also be supporting a variety of other fairs and events throughout the week, including: Circle Preview of Take Your Time: Olafur Eliasson at the Museum of Contemporary Art; the NEXT after-party at the downtown W Hotel; various gallery openings in the Westloop; the VERSION art fest; and King Ludd's Midway Arcade curated by Material Exchange.

About Grolsch

Royal Grolsch is a brewery with a rich tradition that goes back to 1615. Grolsch brews beer concentrating on the premium segment of the market. The focal point of Grolsch's commercial activities lies in the Netherlands, Grolsch's historic home market. Grolsch is active internationally in around 70 countries. Important international markets for Grolsch include the United Kingdom, the United States, Canada, France, Australia and New Zealand.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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