Grolsch has gone green

Grolsch has officially gone Dutch, after announcing the launch of its "Green Light District" promotion last week.

Members of the sales and brands team will visit 14 locations across the UK, including Manchester and Birmingham, over the next six months as they look to bring some of the continental Dutch drinking experience to Britain.

Sales managers have chosen target pubs and bars in each of the towns and cities to take part in the activity.

Each will be fitted up with branded green Grolsch lighting outside and inside the outlet, while barstaff will be trained to carry out table service.

Neale Lewis, customer marketing director at brand owners Coors Brewers, said: "We have taken on board many of the lessons that the spirits companies have taught us about the importance of engaging with bar staff and making them feel at the centre of the process."

Coors has invested £2m in the project, and supporting media will include billboard posters and an interactive city map which directs consumers to each of the participating pubs and bars.

While the promotion was officially launched in Leeds last week, it has been on trial in Edinburgh and London over the last eight months. The trials showed sales of Grolsch were increasing by more than 60 per cent in participating outlets.

Mr Lewis added: "We want to lead consumers to great Grolsch experiences, to attract them to great bars. The Green Light District is all about serving quality beer with quality service. This, combined with great media and outdoor advertising, will help drive footfall into the outlets and the quality waitress service will increase dwelling time, increasing revenue for our customers."