Premium Dutch beer, Grolsch, is set for a rebrand and is launching a new 330ml bottle to bring it in line with other world beer brands within the category. The new bottle replaces the previous 275ml measure, and will be available in on-trade from 2nd July.
Brand research revealed that the larger sized bottle was more appealing. Consumers that identified themselves as world beer drinkers were 36 per cent more likely to buy the 330 ml bottle, compared to the previous 275ml volume1.
Grolsch and Grolsch Blond will benefit from new fonts and T-Bars, offering a more robust, dynamic look on the bar. These will be complemented by new glassware, which will help underline Grolsch’s premium nature to consumers and delivering a consistent brand image.
Echoing Grolsch’s iconic swingtop bottle, all Grolsch packaging will now features the rich, vivid green and red accents. In addition, the signature Grolsch ‘G’ is prominent in the new-look designs and is uniform across the whole product portfolio.
The new look comes at an exciting time for the brand, with plans for a major new marketing campaign intended to take advantage of the growing popularity of world beers.
Simon Pick, senior brand manager for Grolsch said: “World beer continues to see significant growth and the updated branding will help us to take full advantage. The re-designed bottle will bring us in line with other world beer brands and with Grolsch globally, whilst the updated packaging will help Grolsch standout behind the bar. We know how important serve is in the on-trade and with these changes we are offering consumers a consistent image of the Grolsch brand from ordering to their last sip. In a developing and competitive market, we are investing to ensure that the Grolsch brand remains a premium choice for beer drinkers.”
The Grolsch redesign was completed by global brand and product design consultancy Cartils. The redesigned branding includes vivid green with red accents, drawing on Grolsch’s famous overall identity but enriching it to drive consumer interest.
Notes to Editors
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Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market as well as in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at a modern brewery complex in Enschede. Since February 12th, 2008, Grolsch has been a subsidiary of SABMiller plc. but is brewed, marketed and distributed in the UK by Molson Coors Brewing Company.
About Molson Coors Brewing Company:
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.
In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp’s brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.