Grolsch has been relaunched with a lower abv (4%) and a new look, and is now brewed at its historic home in Enschede, The Netherlands.
According to the company, the new recipe answers the call from UK consumers, retailers and publicans for a product that delivers great refreshment at a slightly lower abv, whilst retaining the product’s distinctive depth of flavour.
It is available in 330ml crown cap bottles, 500ml cans and the iconic 450ml ‘swing-top’ bottle and a range of multipack formats. A 440ml can will be launched in March 2021.
The return of Grolsch Premium Pilsner is supported by a multi-million-pound marketing campaign, including national above-the-line advertising, a range of premium point-of-sale materials, staff training, and both inside and outside of outlet promotional activity. The campaign is running on social media from October 2020 and on video-on-demand, social and digital out-of-home from the second quarter of 2021.
Tim Clay, managing director of Asahi UK, says: “Grolsch Premium Pilsner is back with a fresh brand identity and a brilliant, revitalised liquid. 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.
“This is a fantastic new proposition for the UK & Ireland market, building on Asahi UK’s comprehensive suite of premium beer and cider brands. 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. Grolsch Pilsner ticks all those boxes.”