Click through to view the Grolsch range in its new livery

Click through to view the Grolsch range in its new livery

View 1 related image

SABMiller has lined up a global packaging update for its Grolsch beer brand.

The brewer, which acquired Grolsch four years ago, said yesterday (23 February) that it has renewed the packaging “to create a consistent and eye-catching packaging range with the focus on unity, communicating brand values and increased standout value”. As part of the change, the Grolsch can will boast an embossed brand badge and new texture grooves on the side of the can “to gain more grip”.

“We want to revitalise Grolsch to increase stand-out on the beer shelf,” said Grolsch's global brand director, Ronald van Amerongen.

The updated packaging will roll out across the full portfolio - including the Grolsch swingtop, 33cl bottle and can, and all secondary packs – in all markets from next month.