PRODUCT NEWS
GROLSCH RELAUNCH ASAHI UK
GROLSCH SWINGS BACK INTO THE UK ASAHI UK IS BRINGING THE LAGER WITH THE FAMOUS SWING-TOP LID BACK TO THE UK AFTER A YEAR’S ABSENCE WITH A NEW LIQUID, A MULTIMILLION POUND MEDIA SPEND AND A CONVENIENCE-SPECIFIC FORMAT.
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he Dutch lager brand Grolsch with its trademark swing-top lid is being reintroduced to the UK market by owners Asahi with a new 4% liquid, a new identity, new packaging and a big budget media spend. The brand disappeared from the shelves towards the end of last year when a 35-year joint venture agreement between Asahi and UK manufacturing partner Molson Coors ended in the UK and Ireland. Asahi has now decided to take the brand back to its spiritual home in Enschede in the Netherlands, with all
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Grolsch Premium Pilsner now brewed there. It will be available once more to the off-trade from the end of next month. The all-new 4% liquid has been designed from scratch using an unusual double brewing method called ‘doubledecoction’ which apparently helps deliver a full-flavoured liquid that is still relatively low in alcohol at 4%. The brand sports a new look with all packs featuring swing-lid artwork, harking back to the unique closure made famous by Bros. Anybody remember them?
