Dutch Brewer, Grolsch, unveils BOLD new global redesign 

unnamed (17)

The Distinctive new packaging is set to launch in South Africa in March 2020

Grolsch, announced its new global brand redesign across South Africa today, in order to showcase its modern and distinctive style while staying true to its authentic roots as the original Premium Pilsner beer. 

Established in 1615, Grolsch has over four centuries of rich stories and an uncompromising commitment to brewing beers of true substance. To remind consumers of its heritage, the Netherlands based Brewer will showcase the brand stories and symbols it was built on, through a striking new re-design and branding.

Available in different formats around the world, the iconic Grolsch swing-top bottle is the symbol that beer lovers associate most with the brand. With its heavyweight green glass, deep embossing and characteristic ‘poppable’ top, it’s the ultimate symbol of the uncompromising spirit behind Grolsch. Created by UK based brand design agency, OUTLAW, the new look Grolsch design elevates the swing-top to the central icon of the brand, placing its silhouette at the heart of the identity and using it to drive distinction wherever the brand is seen.

The Grolsch logotype has been carefully redrawn to capture the character and craftsmanship of the brand’s original hand-painted signs, returned to its heritage red and placed within a clean white disc – a combination already familiar from the ceramic stopper which has always crowned the swing-top bottle.

The swing-top and disc are supported by authentic symbols of Grolsch’s substance drawn from the brand archives. The Grolsch Brewery heritage mark celebrates the distinctive two-hop recipe pioneered by Peter Kuijper, whose signature also graces each pack. One of the brand’s earliest advertising lines, ‘Vakmanschap is Meesterschap’ (meaning ‘Craftsmanship is Mastery’) returns to the pack alongside the 1615 date, which serves as a reminder that Grolsch’s brewing history is twice as long as most other beers.

“Grolsch has twice the history of most other beers, it is doubled brewed and has double the flavor, says Paul Cornell, Global Head of Grolsch. “We have to be as distinctive at shelf and in hand, our new design does this and more.”

“It leverages a tighter suite of bold, simple design codes, all drawing their meaning from our past. We will use this across packaging, in bar dispense and on POS. These assets will allow us to behave with typical Dutch boldness wherever we go, arming Grolsch to win internationally,” concludes Cornell.

Consumers can look forward to seeing Grolsch’s new pack in the iconic 450ml swing-top, the 500ml can and 330ml bottle in all leading liquor stores, restaurants & bars across the country from this month. To experience it first hand, the new pack will be activated in selected premium outlets within the country throughout the year, kickstarting the initial one in Tembisa’s very own Hang Awt, owned by South Africa’s brightest talents, Shimza.

Join in the conversation on social media:

Twitter: @GrolschSA

Instagram: @GrolschSA

Facebook: @GrolschSA

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Create a free website or blog at

Up ↑

%d bloggers like this: