NETHERLANDS: Grolsch bottle gets global makeover
Grolsch is planning the global launch of a "contemporary" green version of its swing-top beer bottle.
The company said today (12 February) that its iconic swing-top bottle is about to undergo a metamorphosis in an effort to enhance its visibility and suggest a more modern status for the beer brand.
From the end of April, the brown swing-top bottle will be replaced by the updated design and will start to roll out to all markets, beginning with its domestic Dutch market. The new bottle, designed by Flex Innovation Lab, will seem slimmer, due to being slightly taller and narrower to the original design, but will retain its characteristic shape and swing-top seal, the company said.
Grolsch chairman of the executive board Ab Pasman said: "The swing-top bottle is a symbol of the uniqueness and distinctiveness encapsulated by the Grolsch brand. Thanks to the introduction of the new green capped bottle at the end of 2006 and the new swing-top bottle, we have established 'contemporary' as another of our brand values. As a result, our beer is more attractive to a younger target group."
The crate that holds 16 swing-top bottles has also been redesigned to make it easier to carry and nearly one kilogramme lighter. The introduction will be supported by extensive marketing campaigns in all markets, the company added.
The news follows SABMiller's recent public offer for all issued and outstanding shares in Grolsch as unconditional, adding that "all offer conditions have been satisfied or waived".
Last week, SABMiller said that it holds or has acceptances for 94.65% of shares in Grolsch after its EUR48.25 (US$70.57) per share bid, in a deal valuing the Dutch brewer at EUR816m.
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