Grolsch Swingtop Open Competion 2012
Three day branding ambient on famous Polish OFF Festival, Katowice
Grolsch Brewery (Koninklijke Grolsch N.V. - "Royal Grolsch"), known simply as Grolsch, is a Dutch brewery founded in 1615 by Willem Neerfeldt in Groenlo. In 1895 the de Groen family bought the brewery. They had started their own brewery in Cuijk the Netherlands in early 1800. It held a significant stake until November 2007. It is located today in Enschede and has been a part of the SABMiller group since March 2008. It was awarded the Koninklijk (Royal) title in 1995.

Grolsch is the 21st largest provider of beer in the world, and is available in 70 countries. Grolsch focuses primarily on the following markets: the United Kingdom, the United States, Canada, Australia and New Zealand. These primary markets make up 78 per cent of Grolsch's international sales (by volume). Grolsch Premium Pilsner is by far the most important beer in Grolsch's international profile, while its Amsterdam brand grew by 40 per cent in 2006 primarily in Russia and France. Grolsch Premium Pilsner is brewed under licence in the United Kingdom by Grolsch (UK) Ltd., a joint venture between Grolsch and Coors Brewers.

In addition to the 'new' bottle, Grolsch uses a distinctively shaped bottle for some of its products, known as de beugel or 'the brace'. Bottles of this type use a swing-top cap, eliminating the need for an opener. The brown domestic bottle contains 45cl, which is over one-third more than the capacity of the average Dutch beer bottle, while the green export bottle is slightly larger, at 467 ml. In 2008, the brewery introduced a slimmer design that is a consistent 45cl for both the domestic market and export. The new bottles can be opened by hand, using a lever at the side of the bottleneck. The label is applied over the lever in order to make any tampering evident. The top used to be made of porcelain, but is now made of plastic. Bottles with porcelain tops are still in circulation in the Netherlands. They are popular with home brewers, as they are very robust and can easily be sealed by hand without the expense of new crown seals. In North America, however, traditional metal-capped Grolsch bottles are becoming increasingly prevalent. Occasionally Grolsch will use different color bottles, depending on the brew, e.g. the bottle for blonde lager is yellow, while the 2.5 lemon variety comes in a clear 25 cL bottle.

In 2007 Grolsch also started using green bottles for the home market. Grolsch was the first major brewery to stop using the brown refillable bottles which are used by nearly every brewery in the Netherlands. The new green bottles have the Grolsch logo marked in the glass and come in a new package. The label is now placed higher at the neck of the bottle, and the bottles contain 10% more beer (now 33cl). The new bottle was introduced through the slogan 'Bier mag weer gezien worden', which translates roughly as, 'Beer is fit to be seen again'.

client | GROLSCH POLSKA
via | CHILL ARMADA / TEQUILA POLSKA