Grolsch launches 4% ABV brew with new branding

Grolsch has launched a new-look premium pilsner in the UK this autumn.

The new Grolsch 4% beer has a slightly lower ABV and has been developed with a ‘double-brew’ process – a double-decoction mash, using two hop varieties for bitterness and aroma, blended with two types of Dutch malt and Dutch spring water.

The launch is accompanied by a new visual identity that focuses on the brand’s Dutch provenance and its ‘swing-top’ bottle cap.

Grolsch is part of Asahi UK’s portfolio of beers and ciders. Tim Clay, managing director at Asahi UK, said: “Grolsch premium pilsner is back with a fresh brand identity and a brilliant, revitalised liquid, brewed at its iconic home in east Netherlands. The new packaging and in-bar experience we’ve tailored for Grolsch’s return is just as exciting – highly distinctive and full of character. We’re delighted with the response and take-up so far and already have over 100 draught installs agreed.

“This is a fantastic new proposition for the UK and Ireland market, building on Asahi UK’s comprehensive suite of premium beer and cider brands. It comes at an important time, with a growing consumer preference for a range of ABV beers that also offer high quality and strong provenance. Grolsch pilsner ticks all those boxes, providing great refreshment to suit any occasion, and with an excellent depth of flavour.”