Grolschs tie-up with the San Francisco International Film Festival marks a move towards film for the beer brand

Grolsch's tie-up with the San Francisco International Film Festival marks a move towards film for the beer brand

SABMiller's Grolsch beer brand has secured a sponsorship tie-up with this year's San Francisco International Film Festival.

The brewer, which acquired Grolsch in early-2008, confirmed late last week that the brand will be the opening night sponsor as well as the official beer supplier throughout the 15-day festival, which runs from 21 April to 5 May. As part of the sponsorship deal, Grolsch will be featured throughout the event at designated events and venues.

Financial details behind the sponsorship deal were not disclosed.

The beer will also use the film festival to premier 'Grolsch Film Works',  a programme of film funding for up-and-coming filmmakers, actors and directors.