Grolsch unveil new packaging design

22 February 2016


Grolsch unveil new packaging design

  • new packaging design
  • Iconic Dutch lager brand collaborates with its drinkers to create design
  • New design reflects brand's heritage whilst appealing to modern drinkers
  • Packaging to be rolled out across off-trade

Molson Coors, one of the UK's biggest brewers, has today unveiled a new, contemporary packaging design across Grolsch's entire product range in the off-trade.

Grolsch wanted to update their packaging with a simplified design which conveys the brand's heritage, whilst resonating with the way modern Grolsch drinkers view the world.

Grolsch therefore took the unusual step of inviting their beer drinkers to collaborate in the creative design process. A group of open-minded creative professionals were hosted at a dedicated space called 'The Grolsch Greenhouse' for a series of co-creation sessions.

The resulting design reflects a merging of the lager's iconic Swingtop bottle with Grolsch's unique two-hop recipe which combine to form an integral part of the new look.

The refresh follows a new direction for Grolsch, which recently launched a new brand platform: 'Unconventional by Tradition since 1615', founded on a tradition of over 400 years of doing things differently.

Ali Pickering, Brand Director Portfolio at Molson Coors UK comments: "Grolsch has a 400-year tradition of doing things a little differently, so it's no surprise our approach to the new packaging has been unconventional as well. In a category usually not known for radical thinking, the result is a fresh, modern expression of the Grolsch heritage and further evidence that our brand is indeed 'Unconventional by Tradition since 1615'.

The end result is a refreshed new design which we feel speaks to our audience, namely because it was developed with them."

Last year, Grolsch celebrated its 400-year birthday and ramped up its presence across the UK with its aptly named 'Celebrating 400 years of Originality' campaign which re-visited Grolsch's impressive 400 years as an iconic international beer brand. Limited edition Grolsch packaging created especially for the off-trade to mark the anniversary contributed to a 35% sales increase across the multiples in 2015.

 

 



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