Allied Breweries (UK), Labatt (Canada), Pripps-Bryggerierna (Sweden), and Unibra (Belgium) formed a new company called Skol International in 1964. Its aim was the creation of a worldwide beer brand, Skol, which could be licensed, manufactured and marketed around the world. In the late 1960s, it was heavily advertised on Dutch pirate Radio Veronica as Skol International, with an advertising jingle sung by Patrica Paay, later a very successful Dutch pop singer and TV presenter. Since then participation in the company has changed significantly.
