Grolsch poised to enter world beer market

11 November, 2011

Grolsch lager is in line for a repositioning exercise in 2012 to take it away from the mainstream premium lager category and into the world beers sector.

The brand has seen take-home sales slide by a third in the year to October 1, according to figures in the Beer Report 2011 in this week’s OLN.

A shift in emphasis for the Dutch brand will take it into a burgeoning sector of the market where brands such as Peroni and San Miguel are seeing double-digit growth.

Grolsch is owned by SAB Miller – which also owns Peroni, now the ninth-biggest lager brand in take-home – and distributed in the UK by Molson Coors, which has had sales success in world beer with Cobra, where sales increased by 20% in the past year.

Molson Coors sales director John Heynen said: “In October 2011, we launched a full brand redesign for Cobra, emphasising its premium positioning and world beer category credentials.”

He added that 2012 would see “significant changes for Grolsch’s positioning and profile”. Heynen said: “This year has been very quiet for Grolsch as we are in the process of repositioning it in the fast-growing premium world beer category.” .

“This will involve a short-term volume decrease but it is essential for the long-term health of the brand and increase its value.”

The Beer Report shows the performance of leading world beer brands was a bright spot in a tough year for lager and the beer market in general. Both total take-home beer and lager volumes declined by 4%, with value sales up 2%.




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