Dutch Gold

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For the metal alloy see Tombac.

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

Contents 1 The beer 2 Irish retailing 3 Competitors 4 Operation Dutch Gold 5 Cultural implications 6 References

[edit] The beer

The beer is brewed and canned in the EU under licence of, and distributed by, Zuidhollandse Bierbrouwerij, a trading name of InBev, a large Belgian brewery that owns the 'Dutch Gold' trademark.^[2] Distributed in Ireland by Comans Wholsale, it has an alcohol volume of approximately 4.2%. The distributor describes it as having a "clean, fresh, crisp, typical Dutch beer flavour".^[1]

[edit] Irish retailing

Dutch Gold retails at a cost of seven euro for six 500ml cans. In the canned beer market in Ireland, it has a market share of between 11% and 14%, making it the third most popular beer after Budweiser and Heineken Pilsener.^[3] In-shop advertising is the primary promotional method. Dutch Gold is not advertised on television or radio.

Dutch Gold has been sold to consumers in a number of quantities, including sales with the old Irish pound 'Six for a Fiver' then with the introduction of the Euro 'Six for Seven', 'Four for Five', and 'Twelve for Thirteen' formats. In November 2007 Dutch Gold released an '8 for Eight' Dutch Gold package, their best value promotion to date.

[edit] Competitors

Competitors to Dutch Gold include:

• Tuborg, a cheap import beer from Denmark
• Bavaria, made by Bavaria Brewery, another Dutch import
• Pražský a relatively new Czech competitor
• Amsterdam Lager, a less popular 'six for seven' beer
• Druids Celtic Cider, a strong, inexpensive alternative
• Castlemaine XXXX, available for a euro a can in some places
• Biére d'Or, brewed for Tesco, one gets twenty 250ml bottles for €7.99. This is the equivalent of €1.79 a litre, whereas Dutch Gold equates to €2.33 a litre. However Dutch Gold holds a .2% lead in alcohol volume.

[edit] Operation Dutch Gold

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]

[edit] Cultural implications

There has been a move away from a drinking culture in Irish student society. But, nonetheless, Trinity College has a Dutch Gold Appreciation Society.^[5]

[edit] References