Grolsch swings back onto shelves

Dutch lager brand Grolsch is returning to the UK after it disappeared from shelves at the end of 2019 when a 35-year manufacturing deal ended.

The beer has been given a complete overhaul, with an all-new 4% ABV brew coupled with a new brand identity and packaging.

It will be available to the off-trade from the end of October in 330ml crown cap bottles, 440ml cans (from March 2021) and the iconic 450ml ‘swing-top’ bottle– with a range of multipack formats. A 500ml can format specifically for the convenience channel will also roll out.

The relaunch will be supported by a multimillion pound marketing campaign throughout 2021, including national advertising,  point-of-sale materials, staff training, and in-store promotional activity.

Ahead of this, the campaign will run on social media from October 2020 and on video-on-demand, social and digital out-of-home from April 2021.

Tim Clay, Managing Director at brand owner Asahi UK, said: “Grolsch Premium Pilsner is back with a fresh brand identity and a brilliant, revitalised liquid, brewed at its iconic home in East Netherlands. The brand new packaging and in-store activations we’ve tailored for Grolsch’s return are just as exciting – highly distinctive and full of character. We’re delighted with the response and take-up from customers to date.”