The move was originally revealed by OLN last November and will pit the brand against fast-growing products like Peroni – which like Grolsch is owned by SAB Miller – and San Miguel. Molson Coors is already well represented in the world beer category in the UK with Cobra and Corona.
The Grolsch repositioning will take it away from mainstream brands such as Stella Artois and Carlsberg Export which are more susceptible to supermarket discounting.
The brewer will replace Grolsch’s 27.5cl bottle with a 33cl size. It said research by Future Thinking had shown consumers who identified themselves as world beer drinkers were 36% more likely to buy a 33cl bottle than the smaller one.
The 33cl bottle will enter the off-trade on July 2 and be sold alongside cans and the iconic swing-top 45cl bottle.
The brand has also been given a new look which Molson Coors said would “underline the beer’s premium position and emphasise its Dutch heritage”.