Leuven, Belgium-based brewer Anheuser-Busch InBev NV is exploring the sale of its iconic Rolling Rock brand, the Wall Street Journal reported Sunday.
Citing people familiar with the matter, the report said Anheuser-Busch InBev, whose brands include Bass, and Stella Artois, sounded out potential bidders for Rolling Rock early this year through investment bank Lazard Ltd., but was not satisfied with any of the offers. The company remains interested in selling Rolling Rock, whose sales have been on the decline in recent years.
Rolling Stock, which originated 70 years ago in Latrobe, Pennsylvania is sold in distinctive green bottles, and is popular in the eastern United States.
The potential sale comes three years after Anheuser-Busch Cos. acquired Rolling Rock from InBev NV for $82 million. Subsequently, InBev acquired Anheuser-Busch for about $52 billion this past autumn and is selling assets to help repay debt from the deal.
Quoting industry observers the report said Rolling Rock has not been a big priority for Anheuser and that the newly merged company, which has hundreds of brands, may not think it important enough to keep in its portfolio.
Reportedly, a spokeswoman for Anheuser-Busch InBev declined to comment on the possibility of a sale.
North American Breweries Inc., owned by New York private-equity firm KPS Capital Partners LP and California-based beer importer C2Imports LLC are expected to be possible suitors.
Last year, Rolling Rock sales slid 13% from the previous year in volume terms to 7.4 million cases, according to Beverage Information Group, a market-research firm in Norwalk, Conn. In 2004, Rolling Rock sold nearly 11 million cases.
Last year, Anheuser spent $2.4 million to advertise Rolling Rock, down from $2.7 million a year earlier, according to ad-research firm TNS Media Intelligence.
AHBIF.PK declined $0.l5 or 0.54% and closed Thursday's regular trading sesssion at $27.75.
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June 05, 2026 16:18 ET A busy week for economic news flow saw a slew of reports being released that reflected the trends in the U.S. labor market. In Europe, economic growth and inflation data gained attention as the European Central Bank and Bank of England head for policy session later in the month. In Asia, the monetary policy session of the Indian central bank was in focus as the country, a major oil importer, reels under the pressures of a weaker rupee and rising inflation.