Grolsch has been given a makeover for its largest export market.

In what it calls a “significant milestone,” the Dutch brand says its refreshed visual brand identity aims to differentiate Grolsch from competitors, and also elevate its presence on shelves, embodying a premium aesthetic for consumers.

“Canada has remained the largest export market for Grolsch, and with the aim to be the true challenger to classic beers, this visual brand identity refresh is allowing for Grolsch to grow into new occasions,” says Katie Wright, head of marketing at Asahi Canada, who tells strategy the new identity is timed to launch in the summer months, a time when festivals, music, sporting events, and social activities create a peak consumption period for beer.

The Grolsch wordmark is reverting to its green hue, as well as its red heritage mark. At the base of the can, Grolsch is paying homage to its legacy and brewing traditions through “Royal Grolsch Holland,” showcasing its Dutch provenance. Just above the Royal descriptor, Grolsch has moved the iconic swing top closure (its flip top lid) to be showcased on the packaging of the product as a way to pay homage to its 400 years of history.

The brand’s new look and feel was developed in direct response to what consumers are looking for, says Wright. “By modernizing the design, while staying true to our rich heritage, this evolution allows us to elevate the Grolsch brand, and connect with today’s discerning beer enthusiasts.”

The rebrand has been in the works since 2023. The creative agency involved in the project is Purple, based in London, England, with which the brand has had a longstanding relationship, as the shop has been working with Asahi’s global brands for over 10 years.

There are promotions coming to the LCBO and The Beer Store from August to December. SAQ doesn’t carry Grolsch, but the new beer is available in other distribution channels in Quebec and cans will be available in other provinces starting August 2024.

Creative will be built around the tagline, “Make it Real,” and will celebrate moments of connection.