Molson Coors readies £13m Grolsch push

Fri, 25 Sep 2009 | By Russell Parsons

The outdoor, press, magazine and online activity will feature the beer’s iconic swingtop bottle and use the strapline “Taste. Amplified”.

The campaign will target men aged 25-34 and breaks 5 October.

To support the activity, offers are being made available including consumer sampling and staff incentives.

Dave Griffiths, Grolsch Brand Director at Molson Coors UK, says: “The campaign allows Grolsch the opportunity to work with customers to enrich the drinker experience in their outlets.

“By bringing ‘Dutch style continental drinking’ to life we are creating new opportunities for customers to differentiate and add value to their service offering”

The brand is distributed and marketed in the UK by Molson but owned and marketed globally by SABMiller after the global brewer bought Grolsch in 2007.

The Grolsch range was extended in the UK to include Grolsch Weizen and Grolsch Blond in 2007.