[1] As part of the agreements made with regulators before Anheuser-Busch InBev was allowed to acquire SABMiller, the company sold Grolsch to Asahi Breweries in 2016.

Grolsch was, as of February 2006, the second largest[5] brewer in the Netherlands (after Heineken) with annual production of 320 million litres.

Grolsch Premium Pilsner is by far the most important beer in its international profile, while its Amsterdam brand grew by 40% in 2006, primarily in Russia and France.

[10] In 2006, Grolsch ended its five-year relationship with importer United States Beverage, LLC, and signed a distribution agreement with Anheuser-Busch effective 1 April 2006, which was terminated following the SABMiller acquisition as A-B did not want to promote a rival's product.

Grolsch Premium Pilsner is available in a wide variety of serving sizes, including swing-top bottles, mini-kegs and half-barrels.

To underline their ties with Enschede and the whole region Grolsch signed a deal with professional football club FC Twente to sponsor their stadium starting the 2008–2009 season.

On 18 April 2007, the European Commission imposed fines on Heineken International of €219.3m, Grolsch of €31.65m and Bavaria of €22.85m for operating a price-fixing cartel in the Netherlands, totalling €273.7m.

InBev, (formerly Interbrew), escaped without a penalty because it provided "decisive information" about the cartel which operated between 1996 and 1999 with others in the EU market.

Former EU Competition Commissioner Neelie Kroes said, at the time, that she was "very disappointed" that the collusion took place at the very highest (boardroom) level.

She added, Heineken, Grolsch, Bavaria and InBev tried to cover their tracks by using code names and abbreviations for secret meetings to carve up the market for beer sold to supermarkets, hotels, restaurants and cafes.

[11]This is simply unacceptable: that major beer suppliers colluded to up prices and to carve up markets among themselves[11]Grolsch produces a range of mainly pale lager beers from alcohol free to 11.6% abv: Speciality brews: Grolsch also produces the Amsterdam brand of low-priced, mainly strong lagers for the European market.

The new bottle was introduced through the slogan 'Bier mag weer gezien worden', which translates roughly as, "Beer that is fit to be seen again."