Grolsch is back as a 4% abv beer, instead of its previous 5% abv version. The lower abv reportedly “answers the call from UK consumers, retailers and publicans alike for a product that delivers great refreshment at a slightly lower abv”. The brewer said it has managed to do this while still retaining its distinctive depth of flavour, which is achieved via its ‘double-brew’ process (a double-decoction mash, using two hop varieties blended with two types of Dutch malt.
Tim Clay, Managing Director at Asahi UK, said: “Grolsch Premium Pilsner is back with a fresh brand identity and a brilliant, revitalised liquid, brewed at its iconic home in East Netherlands. The brand-new packaging and in-store activations we’ve tailored for Grolsch’s return are just as exciting - highly distinctive and full of character. We’re delighted with the response and take-up from customers to date.
“This is a fantastic new proposition for the UK & Ireland market, building on Asahi UK’s comprehensive suite of premium beer and cider brands. It comes at an important time, with a growing consumer preference for a range of ABV beers that also offer high quality and strong provenance. Grolsch Pilsner ticks all those boxes, providing great refreshment to suit any occasion, and with an excellent depth of flavour.”
Marc Janssen, second generation Master Brewer at the Royal Grolsch brewery in The Netherlands, said: “We believe we have perfected a refreshing, full-bodied 4% pilsner for UK beer lovers, brewed with passion and precision to provide extra depth of flavour. Our double brew process here at Grolsch might take a little longer and cost more to do than some, but we believe it’s worth it – we like to say ‘double brewed for double the flavour’!”
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