Grolsch: From swing top to “global icon”?
London-based SABMiller is preparing to reposition its Grolsch beer globally as a “maverick” brand, Marketing Week is reporting. SABMiller acquired the Grolsch brand in February 2008 from rival Anheuser-Busch. Now, it appears the brand is being pushed towards a more ambitious track. From the story:
The new campaign will focus on newer international markets and features “The Mark,” a new symbol derived from the Grolsch logo that will appear on Grolsch products.
Ronald van Amerongen, international brand director for Grolsch says: “We wanted to find a way to move Grolsch from a brand with the iconic swing top, to a brand which is a global icon in itself”.
The campaign comprises of experiential and outdoor activity as well as a television and cinema advertisement created by London agency The Bank.
This will be really interesting. Thanks to its swing-top bottle, Grolsch has some of the most unique packaging of any beer brand, whether foreign or domestic. (See this commercial by local marketing firm Momentum for an example). But can the beer truly be a “global icon”? We’ll have to see.
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Jeremiah McWilliams is a native Virginian who came to the Post-Dispatch in early 2007 to cover beer and other consumer products. He previously covered manufacturing for the Virginian-Pilot newspaper in Norfolk, Va. He is a graduate of Washington and Lee University. 
Whatever the bottle looks like, the contents inside are pretty rough. But, AB has proven that people will drink bad products if you just shove them down their throats long enough, so anything is possible.