Grolsch bows out

By Source, Fair use, https://en.wikipedia.org/w/index.php?curid=1723636

In what is seen as yet another shake-up of the global beer market, the iconic lager brand Grolsch is set to be discontinued in the UK after 35 years on supermarket shelves. This follows reports in recent weeks, that Grolsch had been de-listed in both Tesco and Asda supermarkets. 

Industry insiders had been saying that supplies of the lager had dried up, and now the reasons behind this have become clear. The brand's owners, Asahi of Japan, have ended their joint venture agreement with Molson Coors,  meaning the brand will no longer be available in the UK or Ireland. 

Molson Coors brewed Grolsch at their Burton-on-Trent plant, but the brand has been passed from pillar to post in recent years, following various takeover and mergers within the industry. Grolsch became a part of the SABMiller group in March 2008, but following their merger with Anheuser-Busch InBev in 2016, the brand was spun-off to Asahi, along with other former SABMiller beer brands such as Peroni and Pilsner Urquell.

By Ccyyrree - Own work, CC0, https://commons.wikimedia.org

The reasons for the decision to drop the brand are unclear, but Grolsch , has experienced a decline in popularity in recent years with sales in supermarkets and shops falling 22 percent in the last year alone. It is not known how much of this fall is due to completion from cheaper rivals, or to the rise in popularity of lower alcohol alternatives. Some commentators have even suggested the increased interest in craft beer may also have been a contributing factor, although personally I am rather sceptical about this.

The Grolsch Brewery was founded in 1615 in the Dutch town of Groenlo, which at the time was known as Grolle. The name Grolsch, means “of Grolle.” At the time of its takeover in 2006, Grolsch was the second largest brewer in the Netherlands (after Heineken), with an annual production of 320 million litres. 

Today, Grolsch is best known for its 5% abv pale lager, Grolsch Premium Pilsner and for its characteristic chunky green bottles, with their swing-top lids. The latter eliminates the need for an opener. The bottles are very robust, and the flip-top cap means they can easily be sealed by hand without the expense of new crown caps. This has made them very popular with home-brewers. 

To me, Grolsch always seemed one of those “other brands,”  a second-division sort of beer, if you like; although to be fair I always found it pleasant enough to drink.  When my wife and I had our off-licence, Grolsch was never a big seller, but it did attract a small band of devotees. 

I am sorry in a way to see it go, but reading between the lines it has been elbowed off the shelf by larger and more “powerful” brands, backed up by the power of mass-advertising. 

I expect home-brewers too, will be sorry to see it go, as will people like me who use the bottle for other purposes. The 1.5 litre bottle in the photo, is my 20p jar, which holds around £300 worth of coins, when full. It is now heading towards its second full load. I acquired it as a novelty, during my time at the off-licence.