UK-based brewer Molson Coors has unveiled a new simple packaging design for its Dutch lager beer brand Grolsch off-trade portfolio, in order to appeal to contemporary drinkers.
Grolsch sought a packaging design which would reflect brand's heritage while matching the tastes and preferences of the contemporary drinker.
The beer brand, therefore, invited ideas from beer drinkers for a creative design. In a dedicated space called 'The Grolsch Greenhouse', the company hosted creative professionals for brainstorming on the creative design, reported packagingeurope.com.
The design that was chosen is said to represent its Swingtop bottle with Grolsch's distinctive two-hop recipe.
The packaging redesign follows a new brand platform which was recently launched by Grolsch. The brand platform which states: 'Unconventional by Tradition since 1615', is based on the 400 year lineage and claims to be unique.
Molson Coors UK brand director portfolio Ali Pickering was quoted by packagingeurope.com as saying: "Grolsch has a 400-year tradition of doing things a little differently, so it's no surprise our approach to the new packaging has been unconventional as well.
"In a category usually not known for radical thinking, the result is a fresh, modern expression of the Grolsch heritage and further evidence that our brand is indeed 'Unconventional by Tradition since 1615'.
"The end result is a refreshed new design which we feel speaks to our audience, namely because it was developed with them."
In 2015, Grolsch stepped into its 400th year and celebrated the milestone with a campaign named 'Celebrating 400 years of Originality'.
To mark the anniversary, limited edition Grolsch packaging, which was created especially for the off-trade, was found to have contributed to a 35% sales increase across the multiples in 2015.
