Grolsch ads back world beer repositioning

Grolsch will back the launch of its new world beer positioning with a £1.3m marketing campaign as the brand looks to take on the likes of Peroni and San Miguel in the fast-growing sector.

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The Dutch beer brand, owned by SAB Miller but marketed in the UK by Molson Coors, first announced that it would enter the world beer market last November, after admitting that its performance in 2011 had been “quiet”.

Two TV spots, created by BMB, will introduce the strapline “Big Bold Grolsch, Character speaks louder than words.” Each spot tells the stories of fictional Dutch characters Herman Finterkilt, Holland’s most successful football coach and Journt Von Deg, its most successful detective, who have both achieved “legendary things despite never speaking a word”, the company says.

The campaign launches nationwide this week with a four-month exclusive partnership with Sky that will include sponsorship idents across three of its Sky Movies channels as well as digital activity across the broadcaster’s sites.

Additionally, Grolsch.co.uk is relaunching to support a mobile voucher promotion where participants can interact with Journt Von Deg and be in with a chance of winning cans of the beer.

The campaign is part of a wider move to bolster the brand’s premium positioning through independent cinema and will see it’s the Fourth Dimension movie, the first in a series of short films funded by the brand, air on Sky Indie following its premier at the International Film Festival in Edinburgh later this month.

Simon Pick, senior brand manager for Grolsch, says the campaign will look to take advantage of world beer, a “burgeoning section of the market.”

He adds: “World beer continues to see significant growth and the updated branding will help us to take full advantage. In a developing and competitive market, we are investing to ensure that the Grolsch brand remains a premium choice for beer drinkers.”

“The campaign reaffirms the brand’s Dutch heritage and film is a great way to underline the beer’s sophistication to a new audience. Our investment will help Grolsch remain a premium choice of beer for drinkers in a competitive marketplace.”

It is hoped the shift in emphasis for Grolsch will have a similar affect on sales and take it away from mainstream brands such as Stella Artois and Carlsberg Export.

Grolsch will replace its 27.5cl bottle with a 35cl size, after research it commissioned revealed that customers that identified themselves as world beer drinkers were 36% more likely to buy the 330ml bottle than the smaller one.

In 2009, SAB Miller repositioned Grolsch globally as a “maverick” brand with a £13m campaign.

The UK World beer category is becoming fiercely contested as brewers such as Estrella and Warsteiner look to emphasise a premium perception to drinkers.  Indeed, sales figures from analysts CGA show the sector in rude health.

World Lager MAT YA MAT TY % CH Vs YA
On Trade 957.9 1,161.5 21.3%
Off Trade 286.45 307.80 7.5%
Total Trade 1,244.3 1,469.3 18.1%

On Trade from CGA to 12.05.2012. Off Trade from Nielsen to 26.05.2012

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