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Grolsch has a blond moment
Coors Brewers has introduced a lower-ABV addition to the Grolsch portfolio in the form of Grolsch Premium Blond. The 4% ABV lager is imported from Holland. It is currently being made available in selected on-trade accounts in the UK.
The brand is not the first to introduce a premium offering within the 4% lager category. This is a segment of the market that Coors expects to grow significantly in the coming years as a result of shifting consumer attitudes.
The launch follows an on-trade trial in December last year for the lighter beer, which the brewer claims is “refreshing and easy to drink, yet still retains the complexity and taste”. Premium Blond joins Grolsch Premium Lager and Grolsch Premium Weizen (the Dutch brewer’s wheat beer) in the portfolio.
Clinton Cawood, 20/2/08