Ronald van Amerongen, global brand director, Grolsch, said: “Grolsch has a rich heritage and we believe the new packaging shows off the brand’s story of quality, attention to detail and pride in standing out from the crowd. In addition, we want to revitalise Grolsch to increase stand-out on the beer shelf.”
The new design will affect the Grolsch Swing-top, 330ml and 250ml bottles, Grolsch cans (pictured) and secondary packaging, although crates and bottle shapes will remain the same.
Grolsch said its new packaging had a clearer logo "causing it to jump out more through the contrast of the white background", while there was a consistent use of a lively colour green with red accents.
For the can (pictured) silver had made way for green, while can opening had been made bigger to increase drinking comfort, and a taste-protecting foil on the inside of the can had been improved; the Grolsch 'cool-meter' still turned blue indicating when the beer was well chilled.
Grolsch worked on the redesign with brands and packaging consultants Cartils, were responsible for the new design. “The most important aspect of the new Grolsch label is that it reflects the brands personality while remain respectful to its past, and allowing for a more consistent brand identity,” said Gaston van de Laar, group director for client services, Cartils.