Grolsch Lifts The Lid On Sales Drive

Grolsch, the Dutch brewing group, best know for its flip-top-bottle, has announced moves to enliven flat domestic beer sales with an advertising campaign, a packaging rethink and new products. Several million Euros will be invested in an advertising campaign, initially confined to the Netherlands, under the slogan "Beer the Grolsch Way". The announcement comes the day after Dutch rival Heineken also unveiled a marketing drive. Re-packed products will reach shops with clearer, bolder labelling, featuring a more prominent Grolsch logo. Product innovation is also in the pipeline, and changes will be made to the flip-top bottle to make it easier to drink from. (whole item)