Grolsch rolls out limited-edition font and glassware

grolsch font

Molson Coors has introduced a limited-edition font for its Grolsch lager in the UK with an “unconventional” design.

It has worked with leading art collective I Love Dust to create the font which has been installed this month in only 600 bars and pubs around the country alongside limited-edition glassware.

It is part of a wider campaign, “Unconventional by Tradition since 1615”, which is based around the brand’s “essence of originality” and the belief that “an open-minded, unconventional approach to life is what creates the most interesting, progressive and original ideas and innovations”.

The font (pictured) is white with an illustration of the iconic Grolsch bottle surrounded by depictions of food, music and film – a reflection of the brand’s strong connections to all three.

The image of a fork reflects the year the utensil became mainstream – 1615 – which was also the year that Grolsch was created. Illustrations of musical instruments, cassettes and vinyl represent the brand’s link to music, notably the 1980s craze of swing-top bottle shoes invented by pop band Bros.

Images of popcorn and film reels reflect Grolsch’s link to the arts, with the brand holding the title of Official Beer Partner for the Bafta Awards for almost three years.

The limited-edition branded glasses have also been released this month, featuring one of three designs by I Love Dust inspired by music, film and food.

Ali Pickering, brand director portfolio at Molson Coors UK, said: “Grolsch has been inspiring originality since 1615, with its iconic swing-top bottle and brewing excellence standing the test of time.

“The collaboration with I Love Dust brings the brand’s link to music, film and food to life, and this unique tribute to the brand’s heritage demonstrates how Grolsch is dedicated to pushing the boundaries and celebrating originality.”

This summer, Grolsch will also be releasing colouring-in coasters with accompanying pen pots which will be on offer in participating on-trade outlets to encourage engagement at the point of sale. They will be rolled out alongside the limited-edition font and glassware.

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