Grolsch relaunching in UK with new branding and ad campaign

Premium pilsner Grolsch is returning the UK market this Autumn with a new look to match its new brewing location.

Following feedback from UK consumers, the pilsner is back with a lower ABV of 4% and is now made using two types of Dutch malt and a "double-brew" process at his historic home in Enschede, in the Netherlands.

It brings with it a new bottle design, designed to champion its heritage and Dutch provenance, and its recognisable 'swing-top' bottle profile. The relaunch will be supported by a multimillion-pound advertising campaign, focused around the strapline 'Double brewed for double the flavour'. Following a social media launch next month, the campaign will roll out in 2021 with national advertising, point-of-sale materials, staff training and other promotional activity. 

Tim Clay, managing director at Asahi UK, which owns Grolsch, said: "Grolsch Premium Pilsner is back with a fresh identity and a brilliant, revitalised liquid, brewed at its iconic home in the East Netherlands. The new packaging and in-bar experience we've tailored for Grolsch's return is just as exciting - highly distinctive and full of character. We're delighted with the response and take-up so far and already have more than 100 draught installs agreed.

"It comes at an important time with a growing consumer preference for a range of ABV beers that also offer high quality and strong provenance."

Marc Janssen, second-generation master brewer at the Royal Grolsch brewery in the Netherlands, added: "Our double-brew process here at Grolsch might take a little longer and cost more than some do, but we believe it's worth it."

26 September 2020 - Bethany Whymark