Grolsch makes UK return

By Nicholas Robinson

- Last updated on GMT

Return: Asahi brings back Grolsch
Return: Asahi brings back Grolsch

Related tags Grolsch Ab inbev Budweiser Brewing Group Tim clay Lager Beer Asahi

Grolsch will return to the UK on-trade after its 35-year presence here ended last November.

The lager was acquired by Japanese-owned Asahi from AB InBev (now Budweiser Brewing Group) in 2016 along with Peroni and Meantime during InBev’s buyout of SABMiller.

It will return to UK pubs and bars this month with a new look and under the name of Grolsch Premium Pilsner.

As well making a comeback, the beer will be brewed in its homeland of Enschede, The Netherlands, having previously been made in the UK under contract with Molson Coors.

The beer left after Asahi pulled the contract with Molson Coors when it was delisted by supermarkets Asda and Tesco.

Multimillion-pound marketing campaign

Its comeback this month will be marked by a multimillion-pound marketing campaign and a new look.

The 4% ABV beer’s return is, according to Asahi, in response to demand from UK consumers and retailers alike.

According to the brewer, consumers desire a product that “delivers great refreshment” at a slightly lower ABV.

Its new look heroes the brand’s long heritage and will stand out on the bar, while its iconic swing-top will also return to the packaged format.

“Grolsch Premium Pilsner is back with a fresh brand identity and a brilliant, revitalised liquid, brewed at its iconic home in East Netherlands,” Asahi UK managing director Tim Clay said in a statement.

Grolsch’s return

“The brand-new packaging and in-bar experience we’ve tailored for Grolsch’s return is just as exciting – highly distinctive and full of character.

“We’re delighted with the response and take-up so far and already have over 100 draught installs agreed.”

Clay continued: “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.”

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