Grolsch and Massey Hall kick off their partnership with the unveiling of Grolsch Bars

(TORONTO – 20 April, 2022) As Canadians continue to embrace the return of live music and in-person connection, Grolsch has announced its official partnership with internationally-renowned Toronto concert venue Massey Hall. The announcement is commemorated by a historic first for the venue, as hometown heroes Broken Social Scene will make their Massey Hall headlining debut and celebrate 20 years as a staple in Canadian music and culture. This Grolsch and Massey Hall partnership is the culmination of Grolsch’s commitment to highlighting music in a diverse range of musical spaces.

“We’re thrilled to be partnering with Massey Hall and couldn’t imagine a better musical institution to align with, especially as we look beyond the pandemic,” says Keith Fawcett, GM of Asahi Canada. “We’ve built the Grolsch brand around facilitating real connection amongst our community and few things bring that to life like live music. Massey Hall is the home of many unforgettable moments and memories for Canadian music lovers, and we’re excited to be part of that.”

As part of the partnership, Massey Hall will unveil its newly-renovated space, which now features two official Grolsch Bars on the second and third level of the venue. These additional bar areas bring the Grolsch brand experience to concert goers, and feature a spacious, modern bar area and pour Grolsch, Peroni and Asahi on tap. Broken Social Scene’s debut show at the venue will mark the band’s first show in the revitalized concert hall.

“We’ve all waited so long to return to the joy of being able to catch our favourite artists in concert, with a beer in hand and friends by our side,” says Jesse Kumagai, President & CEO of Massey Hall. “We couldn’t be more pleased to partner with Groslch and their impressive portfolio of brands offering a perfect pairing for every music lover.”

Broken Social Scene’s unique band structure, which has featured anywhere from six to nineteen members, has fueled its reputation as one of the most celebrated and successful musical collectives in Canada. Now in its second decade, the group has long-embodied the power of real connection. The group’s first performance at Massey Hall comes after the release of the career-spanning B-sides and rarities compilations Old Dead Young.

Audience members attending the show are likely to hear lead singer Kevin Drew’s signature ‘enjoy your lives’ sign-off when the band performs their final song, a sentiment that both Grolsch and Massey Hall are proud to embody within their new experiential relationship.

About Grolsch

Koninklijke Grolsch N.V. is a company with a history dating back to the year 1615. Grolsch is thus one of the oldest and most successful breweries in the Netherlands and is active in both the Dutch and a large number of international beverage markets. Royal Grolsch offers a broad portfolio of brands and beer styles, such as Grolsch Premium Pilsner, Grolsch 0.0%, the Grolsch specialty beers, Grolsch Radler, De Klok, Kornuit, Peroni, Meantime, Asahi Super Dry and Grimbergen. Since 2004, Grolsch has been based in a modern brewery in Enschede and since 11 October 2016, Royal Grolsch has been a subsidiary of Asahi Group Holdings.

About Asahi

Asahi Group Holdings is an internationally operating Japanese company with a portfolio consisting of beer, spirits, soft drinks and food. Asahi strives to create new values to share impressive moments with people around the world. Asahi (“rising sun”) was started in 1889 as Osaka Beer Brewing Company by Komakichi Torii, with the aim of brewing an original Japanese beer. Asahi Super Dry was introduced in 1987, which greatly boosted Asahi’s growth in both Japan and international markets. Asahi is the market leader in Japan, has a strong position in many international markets and is actively expanding this international position. More information: http://www.asahigroup-holdings.com/en/.