Grolsch Launches New 330ml Bottle and Revamps its Branding to Take Advantage of World Beer Popularity

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.

27 Jun 2012 --- 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.