Brewer Molson Coors, which brews, markets and distributes the brand in the UK, is hoping to revitalise Grolsch by tapping into the boom in world beers.
The current 275ml bottle will be replaced with a 330ml version from 2 July, following research that suggested drinkers of world lagers were more likely to buy the larger format. The brewer has promised that price increases will be “less than the rise in the volume of beer, as percentages.”
New fonts and glassware are already arriving in pubs and bars, all of which will be sporting a new design, which it is hoped will convey the premium positioning of the brand.
“World beer continues to see significant growth and the updated branding will help us to take full advantage,” said Simon Pick, senior brand manager for Grolsch. “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.”
Details of the marketing campaign are currently still under wraps but it is expected to launch sometime later this month.