Dutch Gold is a low-cost, imported, pilsner

Pilsener

Pilsner is a type of pale lager. It takes its name from the city of Pilsen , Bohemia, in today's Czech Republic, where it has been developed since 1842, when a bottom-fermented beer was first produced. The original Pilsner Urquell beer is produced there today.-Origin:Until the mid-1840s, most ...

 lager

Lager

Lager is a type of beer made from malted barley that is brewed and stored at low temperatures. There are many types of lager; pale lager is the most widely-consumed and commercially available style of beer in the world; Pilsner, Bock, Dortmunder Export and Märzen are all styles of lager...

 beer

Beer

Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...

 sold in the Republic of Ireland

Republic of Ireland

Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...

. It was launched in 1995.

The beer

The beer is brewed and canned in the EU under licence of, and distributed by, Zuidhollandse Bierbrouwerij, a trading name of InBev

InBev

InBev is a subsidiary of Anheuser-Busch InBev. The company existed independently for several years - since the merger between Interbrew and AmBev and until the acquisition of Anheuser-Busch. InBev has operations in over 30 countries and sales in over 130 countries...

, a large Belgian brewery that owns the 'Dutch Gold' trademark. Distributed in Ireland by Comans Wholsale, it has an alcohol volume of approximately 4.3%. The distributor describes it as having a "clean, fresh, crisp, typical Dutch beer flavour".

Irish retailing

In the canned beer market in Ireland, Dutch Gold has a market share of between 11% and 14%, making it the third most popular beer after Budweiser

Budweiser (Anheuser-Busch)

Budweiser is a 5.0% abv American-style lager introduced in 1876 by Adolphus Busch and one of the highest selling beers in the United States. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world...

 and Heineken Pilsener

Heineken Pilsener

Heineken is a Dutch beer which has been brewed by Heineken International since 1873. It is available in a 4.6% alcohol variety in countries such as Ireland. It is the flagship product of the Heineken company and is made of purified water, malted barley, hops, and yeast. In 1886 H...

. In-shop advertising is the primary promotional method and there are a variety of multi-pack offers. Dutch Gold is not advertised on television or radio.

Social and cultural implications

In 2006, the Gardaí

Garda Síochána

, more commonly referred to as the Gardaí , is the police force of Ireland. The service is headed by the Commissioner who is appointed by the Irish Government. Its headquarters are located in the Phoenix Park in Dublin.- Terminology :...

 launched a campaign against anti-social behaviour in Lucan under the name 'Operation Dutch Gold'. The distributors of the product, Comans Wholesale of Tallaght

Tallaght

Tallaght is the largest town, and county town, of South Dublin County, Ireland. The village area, dating from at least the 17th century, held one of the earliest settlements known in the southern part of the island, and one of medieval Ireland's more important monastic centres.Up to the 1960s...

, complained that the naming of the project was unfair to them.

University College Dublin

University College Dublin

University College Dublin ) - formally known as University College Dublin - National University of Ireland, Dublin is the Republic of Ireland's largest, and Ireland's second largest, university, with over 1,300 faculty and 17,000 students...

 has a Dutch Gold Appreciation Society.
It was voted by drinkers as the best beer of all time

Competitors

Competitors to Dutch Gold include:

• Amsterdam Lager, a less popular beer.
• Bavaria, made by Bavaria Brewery, another Dutch import.
• Biére d'Or. Dutch Gold holds a 0.2% lead in alcohol volume.
• Castlemaine XXXX, a widely-promoted Australian beer.
• Druids Celtic Cider
  Druids Celtic Cider
  Druids Celtic Cider is a cider produced by Aston Manor Brewery in Trimbleton Lane, Birmingham also produced in Belgard Road, Tallaght , Dublin 24 , and Tiverton, Devon. It is sold in Ireland and has become popular among certain groups of young people, primarily in Dublin and Cork. Its popularity...
  
  , a strong, inexpensive alternative.
• Pražský a relatively new Czech competitor.
• St. Bernards Larger which, at 88¢ a can, easily beats it in value but is not sold on such a large scale.
• Tuborg, a rich pilsner beer from Denmark, drank by royalty.
• Devils Bit, Strong cider similar to Druids Celtic Cider. Sold as 4 cans for €6.
• Hereford Dry Cider, Cheap Cider.
• Biere Special, a cheap Tesco
  Tesco
  Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...
  
   brand beer very similar to Biere D'or. Sold as 8 bottles for €3.99.
• Galahad, a cheap Aldi
  ALDI
  ALDI Einkauf GmbH & Co. oHG, doing business as ', short for "Albrecht Discount", is a discount supermarket chain based in Germany...
  
  lager, sold at €8 for 12 cans.