DUTCH lager Grolsch has been rebranded and launched in a larger-sized bottle in a move designed to bring it in line with other world beer brands.
A 330ml version of the brand’s trademark green swing-top bottle was rolled out in the on-trade from July 2, replacing the 275ml format; the new bottle comes after brand research is said to have revealed world beer drinkers are 36% more likely to buy the 330ml bottle than the 275ml size.
As part of the rebranding exercise, new fonts and T-bars have been launched for Grolsch and Grolsch Blond, which are said to look more “robust and dynamic” on the bar; new branded glassware has also been introduced.
All packaging features the brand’s signature letter ‘G’.
Alistair Hamilton, on-trade sales director fo Molson Coors in Scotland, which brews, markets and distributes Grolsch in the UK on behalf of SAB Miller, said the revamp comes ahead of a new marketing campaign for the brand, which aims to take advantage of what he said is the growing popularity of world beers.
“World beer continues to see significant growth and the updated branding will help us to take full advantage,” he said.
“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 stand out 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.”
Image: Uniform approach: the revamped brand.