Skol was initially created to be a global
beer brand.
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 world-wide beer brand, Skol, which could be licensed, manufactured and marketed across the world. In the late 1960s, it was heavily advertised on 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.