Molson Coors is launching the simplified packaging design across Grolsch’s off-trade portfolio today.
Beer drinkers were involved in the packaging redesign, and a series of sessions with creative professionals was held at ‘The Grolsch Greenhouse.’ The new design draws on the lager’s swingtop bottle and Grolsch’s two-hop recipe.
Grolsch celebrated its 400th anniversary last year, which included a campaign in the UK on ‘Celebrating 400 years of Originality.’ It also recently launched a new brand platform, ‘Unconventional by Tradition since 1615.’
Dutch lager brand Grolsch is distributed in the UK by Molson Coors.
Molson Coors has a market share of around 20% of the UK beer market and its portfolio also includes Carling, Coors Light, Cobra and Worthington’s.