HOLLAND: Grolsch outlines EUR15m packaging spend
Dutch brewer Grolsch is to invest up to EUR15m (US$19.5m) in packaging and distribution to help the launch of the "quirky" bottle for its flagship brand.
Much of the investment will be spent on changing crates and bottles used for the premium lager bottle, which will be replaced on the Dutch market.
Grolsch said the investment is necessary to make way for rolling out the "quirky" bottle worldwide.
The new bottle carries the embossed Grolsch logo and only a neck label. The flattened sides of the bottle make it easier to hold.
Grolsch will publish its financial results for 2006 on 20 February.
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