Co-created with urban creatives to underline its heritage of being Unconventional by Tradition, Grolsch introduced the new packaging design for its premium lager for export markets. The new design represents Grolsch “heritage of unconventional thinking, delivered with a more contemporary and fresh feel”. Grolsch celebrated the introduction at the very first (un)Convention, where global creatives and influencers joined in a celebration of ‘Unconventional by Tradition’. Creativity and art were brought together to inspire and illustrate how creative thinking can fuel progress, using leading edge examples from around the world, including the latest additions to Grolsch’ longstanding tradition of unconventional thinking.
Grolsch introduces a new, contemporary look that prepares the brand for the future whilst preserving important elements from its past. The heritage of unconventional thinking that is seen in the beers’ two hop recipe and the iconic swingtop bottle, is now delivered in a more contemporary and clear manner than ever before.
This heritage started more than 400 years ago, when brewmaster Pieter Kuiper challenged convention in the traditional world of beer by using not one but two types of hops; Magnum for taste and Emerald for aroma. The tradition was continued by brewery owner Theo de Groen who created the distinctive Swingtop bottle, because ‘his special beer deserved a special bottle’, offering a better experience on opening through the unique ‘Pop’-sound.
Ronald van Amerongen, Head of Grolsch global brand: “The new packaging design that we launch today is setting up Grolsch to continue its successful international expansion in the years ahead”.
A few markets have already seen the new design appear on shelf and it will now gradually be rolled out across all markets around the world.
How do you like the new look?