• Grolsch is now brewed[1] at its home in Enschede, the Netherlands
  • New 4% ABV brew tailored for UK consumers, with new visual brand and packaging identity
  • £multimillion investment in marketing launch and trade activation
  • Available across the Off-Trade from the end of October

Grolsch Premium Pilsner returns to the UK market this Autumn now brewed back at its historic home in Enschede, The Netherlands, and with a new look to match the exceptional heritage and quality of this original Dutch pilsner.

In-store and online from the end of October it will be available in 330ml crown cap bottles, 440ml (from March 2021) and 500ml cans and the iconic 450ml ‘swing-top’ bottle – with a range of multipack formats[2].

Grolsch is back as a 4% beer – answering the call from UK consumers, retailers and publicans alike, for a product that delivers great refreshment at a slightly lower ABV, whilst retaining its distinctive depth of flavour.[3] As well as drawing upon generations of Dutch brewing mastery, Grolsch Premium Pilsner achieves this through its ‘double-brew’ process – a double-decoction mash, using two hop varieties for bitterness and aroma, blended with two types of Dutch malt, and Enschede’s original Dutch spring water source.

In an independent consumer liquid test, Grolsch Premium Pilsner performs positively against competitors in consumer testing for overall liking[4].

Grolsch Premium Pilsner has been given a makeover for its return to the UK market, with a brand new visual identity offering great stand-out on-shelf. This new look heroes both the brand’s long heritage and authentic Dutch provenance, as well as its iconic ‘swing-top’ bottle as the ultimate symbol of the uncompromising spirit behind Grolsch.

Since its inception in 1615, Grolsch has had an ethos of going against the grain and doing things its own way, sticking to its uncompromising values and commitment to substance. Its enduring character makes it distinctive and highly recognisable as a global brand worldwide, including 87% awareness[5] amongst British consumers. It is now part of Asahi UK’s unrivalled portfolio of premium and super premium beers and ciders.

Tim Clay, Managing Director at 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.

“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, providing great refreshment to suit any occasion, and with an excellent depth of flavour.”

Marc Janssen, second generation Master Brewer at the Royal Grolsch brewery in The Netherlands, added: “We believe we have perfected a refreshing, full-bodied 4% pilsner for UK beer lovers, brewed with passion and precision to provide extra depth of flavour. Our double brew process here at Grolsch might take a little longer and cost more to do than some, but we believe it’s worth it – we like to say ‘double brewed for double the flavour’!”

A new look and feel – delivering stand out on shelf:

Grolsch’s 400-year heritage and highly recognisable swing-top bottle profile have inspired a new suite of assets, across a range of SKUs – cans, crown cap bottles, and of course the 450ml swing-top bottle – to deliver a stand-out premium look and memorable experience for beer lovers. Testing showed that consumers found the product in three seconds and purchase intent was 93% might/would buy.[6]

The new visual brand design showcases the brand’s modern relevancy and distinctive style, while staying true to its authentic roots as the original Dutch premium pilsner. The Grolsch logotype has been carefully redrawn to capture the character and craftsmanship of the brand’s original hand-painted signs, returned to its heritage red and placed within a clean white disc.

[1] Double brewed refers to Grolsch’s use of two hops, two malts and a double decoction (double brewed) mash process to produce a beer with depth of flavour.

[2] Including: 4x330ml Bottles, 12x 330ml Bottles, 24x 330ml Bottles, 4x500ml Cans, 24x 500ml Cans, 6x (4x500ml) Cans, 20x 450ml swing-top bottle.

[3] Consumer are drinking better quality, while moderating what they drink: Kantar Worldpanel Alcohol: Alcovision data to 31st March 2019


[5] Awareness at 87% and “Ever Tried” at 66%: Kantar Brand tracker, Q2 2020

[6] Source: MMR, May 2019

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