New wheat beer for Grolsch

By Rosie Davenport

- Last updated on GMT

Related tags: Grolsch, Beer

New wheat beer for Grolsch
Coors is taking on rivals S&NUK and InBev in the wheat beer market with a new Grolsch extension. Grolsch Weizen is a 5.3% abv beer brewed in...

Coors is taking on rivals S&NUK and InBev in the wheat beer market with a new Grolsch extension.

Grolsch Weizen is a 5.3% abv beer brewed in Holland and is being rolled out initially in London with a view to going national this year.

From March the brew will be available in Manchester, Leeds, and Brighton to coincide with the return of Grolsch's Green Light District consumer marketing campaign in those cities.

We're trying to offer consumers some variety in wheat beer ​ David Griffiths, Grolsch brand director at Coors

Several pubcos are also planning to trial it in some of their pubs, Coors said.

Unlike InBev's Hoegaarden, which hails from Belgium and leads the white beer market, Grolsch Weizen is a German-style wheat beer, which the brewer hopes will give it a point of difference.

Another element Coors hopes to exploit is the way the beer is presented and served. The packaged format comes in the form of Grolsch's iconic 450ml swingtop bottle, with directions instructing drinkers to pour half the liquid into a glass before resealing the bottle and giving it a shake to loosen the yeast.

The beer will also be available on draught with a matching branded glass.

David Griffiths, Grolsch brand director at Coors, said: "We're trying to offer consumers some variety in wheat beer with a product that has plenty of flavour and is very drinkable."

Related topics: Beer

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