Grolsch 4%: Refreshing An Old Favorite

Reinvigorating a classic brand for a new market

Asahi identified an opportunity to reinvigorate the Grolsch brand through a lower 4% ABV offering. This would allow the brand to complement their existing portfolio while also competing in a new market.

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Approach

Asahi partnered with MMR to re-engineer the liquid of this new product. We gathered category consumers in three UK locations to assess and evaluate the concept and product prototypes. Using our unique MMR Connect platform, we also identified a subset of consumers for short follow-up qualitative interviews.

OUTCOME

With clear feedback directly from target consumers, we reassured Asahi that the 4% ABV liquid was ready to launch without further optimization. Our full trial and repeat forecast model also gave confidence that this new product has real potential to displace a key competitor.

Grolsch 4% ABV launched both on-trade and in-store in October 2020 across a range of formats, including the brand’s iconic swing-top bottles.

Grolsch Beer Bottles

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