Smaller players in fast-growing Chinese and South American markets are being snapped up by the large international brewers too. Medium-sized Australian brewer Fosters is withdrawing from direct participation in many international markets, for example selling its European brand-rights to Scottish & Newcastle. Table 3 lists the world's top 10 brewing companies, which accounted for around half of world beer volumes. There remain many small specialist and regional
sales in 2005 of €313m, it is less than a twentieth of the size of Heineken. Its key products include Grolsch premium lager and new flavoured beers (Grolsch lemon and Grolsch pink grapefruit). In The Netherlands Grolsch holds the rights for the sale and distribution of the valued US Miller brand. About half its sales are obtained overseas, either through export or licensing of production: the United Kingdom is its second largest market. In 2005, Grolsch centralised its own production on a single new Dutch brewery to increase efficiency and volume, and opened a small additional 'trial' brewery in order to support innovation.
Innovation and branding are core to the company's strategy. The company believes that its strong and distinctive beers can succeed in a market of increased homogenisation. Its brand is reinforced by its striking green bottles and its unique swing-tops.