The partnership was launched at the premiere of Heath Ledger's final film, 'The Imaginarium of Doctor Parnassus'. Speaking at the premiere of the movie, Grolsch executive brand manager Mashinka Fourie explained the thinking behind the deal. "The partnership with Cinema Nouveau was carefully chosen. We believe there is a strong synergy between the two brands' commitment to supporting creativity and an independent spirit. We looked at developing a relationship with a partner that would share our passion for defying convention and providing an alternative to the mainstream."
