Grolsch to re-enter UK market with 4% ABV lager

In-store from the end of October, it will be available to the off-trade in 330ml crown-cap bottles, 440ml (from March 2021) and 500ml cans and 450ml swing-top bottles – with a range of multi-pack formats.

The relaunch of Grolsch will be backed by a £2.1m media campaign over the next 12 months, including digital out-of-home, video on demand and social media.

There will also be a consumer sampling campaign.

Advertising will highlight the beer’s taste credentials with the strapline “Double-brewed for double the flavour”.

Tim Clay, managing director at brand owner Asahi UK, said the premium lager category was growing at 3.5%, while 4% ABV beers were growing at an even stronger 10% year on year.

Marketing director Sam Rhodes said the Grolsch brand – which was pulled out of the UK market last year – still had 87% awareness among consumers, while two-thirds said they had tasted it before.

“The swing-top gives it that nostalgia and brand recall,” he added. Cans and multi-pack outers will all feature the swing-top design, while marketing campaigns will highlight the beer’s “heritage and provenance”.

A range of in-store point-of-sale materials will be available.

Clay said the beer’s 12-month absence from the UK had given the company time to make sure it had the right proposition for the British market.

The new 4% ABV is also designed to appeal to those looking to moderate their alcohol intake.

Sales director Steve Young said: “There’s a massive opportunity within the convenience channel to build premium and super-premium brands, and Grolsch 4% specifically.”

While the priority is to re-establish Grolsch in the UK market, Clay hinted there could be further launches to follow, especially in the low- and no-alcohol sub-category.