Grolsch's new wheat treat heading for the off-trade

23 March, 2007

Grolsch is planning to launch a wheat beer to rival Hoegaarden and Kronenbourg Blanc into the take-home market.

Grolsch Weizen is initially being sold into a handful of top-end bars in London, with a national on-trade roll-out planned for April. Brand manager Sarah Harrison said a take-home launch is being planned but no firm arrangements ha ve yet been made.

She said: "We're looking at the off-trade but we've no plans about which retailers we might partner or how we're going to do it.

"It has been presented to a few multiples. Something could happen as early as April or it could be later."

The beer is a 5.2 per cent abv German-style wheat beer which is being sold in the on-trade both on draught and in a 45cl returnable swing-top bottle.

The glass is brown instead of the ­normal Grolsch green.

The beer is being promoted in Leeds, Manchester and Brighton as part of Grolsch's on-trade Green Light District activity as a taster for the full launch.

Grolsch Weizen was first brewed to mark the opening of a Grolsch brewery in the Netherlands two years ago. Harrison said: "We picked up on it in the middle of last year and we've put it into a few carefully selected outlets."

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