Dutch premium pilsner Grolsch returns to UK

Grolsch Premium Pilsner will be returning to the UK market this Autumn, Asahi UK announced.

Now brewed at its home in Enschede, the Netherlands, the new 4% ABV beer is tailored for UK consumers, with new visual brand and packaging identity.

The drink, part of Asahi UK’s portfolio, will be available across the off-trade from the end of October in 330ml crown cap bottles, 440ml (from March 2021) and 500ml cans and the iconic 450ml ‘swing-top’ bottle – with a range of multipack formats.

The pilsner, originally launched in 1615, boasts a ‘double-brew’ process – a double-decoction mash, using two hop varieties for bitterness and aroma, blended with two types of Dutch malt, and Enschede’s original Dutch spring water source.

The new look for the UK market heroes the brand’s long heritage and authentic Dutch provenance, as well as its iconic ‘swing-top’ bottle to offer great stand-out on-shelf.

“The brand new packaging and in-store activations we’ve tailored for Grolsch’s return are just as exciting - highly distinctive and full of character,” said Tim Clay, managing director at Asahi UK.

“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.”

The return of the brand will be supported by a multimillion pound marketing campaign from launch across 2021.

The campaign will include national above-the-line advertising, a range of premium point-of-sale materials, staff training, and both in and outside of outlet rate-of-sale driving promotional activity. It will be running on social media from October and on video-on-demand, social and digital out-of-home from Q2 2021.