Grolsch will return to the UK on-trade this autumn with a new visual identity.
The lager was acquired by Asahi UK from AB InBev (now Budweiser Brewing Group) in 2016. Under the new name Grolsch Premium Pilsner, it will now be brewed in its homeland of Enchede, The Netherlands, instead of in the UK, at a lower ABV of 4%.
The brand’s comeback will be marked by a multi-million-pound marketing campaign and new look, which “heroes the brand’s 400-year heritage and authentic Dutch provenance”.
The Grolsch logotype has been carefully redrawn to capture the character and craftsmanship of the brand’s original hand-painted signs, returned to its heritage red and placed within a clean white disc. The pilsner’s iconic swing-top will also return to the packaged format.
A new suite of assets have been specially designed for the on-trade, including bespoke glassware, found, barware, tap badges and handles, to deliver a “stand-out premium look for the bar and memorable experience for beer lovers”.
Tim Clay, managing director at Asahi UK, said: “Grolsch Premium Pilsner is back with a fresh brand identity and a brilliant, revitalised liquid, brewed at its iconic home in East Netherlands.
“The brand new packaging and in-bar experience we’ve tailored for Grolsch’s return is just as exciting – highly distinctive and full of character.
“We’re delighted with the response and take-up so far and already have over 100 draught installs agreed.
“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.”