Grolsch - Main

Grolsch Premium Pilsner returns to the UK market this Autumn with a lower ABV.

Available in stores and online from the end of October it will be available in 330ml crown cap bottles, 440ml (from March 2021) and 500ml cans and the 450ml ‘swing-top’ bottle – with a range of multipack formats.

Grolsch now has an ABV of 4% which, according to the brand, is in response to a call from UK consumers, retailers and publicans for a product with a slightly lower ABV.

The brand has been given a makeover for its return to the UK market, with a brand new visual identity. This new look heroes both the brand’s long heritage and authentic Dutch provenance, as well as its iconic ‘swing-top’ bottle as the ultimate symbol of the uncompromising spirit behind Grolsch.

Managing director at Asahi UK Tim Clay said: “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.”

The return of Grolsch Premium Pilsner is supported by a multimillion marketing campaign from launch across 2021, including national above-the-line advertising, a range of premium point-of-sale materials, staff training, and both in & outside of outlet rate-of-sale driving promotional activity.