Grolsch’s beer in a jar: A new experience for lager drinkers
08 July 2014
Grolsch is launching a new way of drinking lager in Romania – ‘The Jar’. The novel and creative packaging will attract experience-seeking consumers and build on the popularity of mason jars on-trade, Canadean predicts.
Grolsch launched a new creative way of drinking beer in Romania – ‘The Jar’. The launch of ‘The Jar’ is well-timed, building on the popularity of mason-jar presentation in trendy bars and cafes. ‘The Jar’ elevates Grolsch’s beer to a premium, craft drinking experience for consumers. Catherine O’Connor, senior analyst at Canadean predicts success for the new packaging: “We can see consumers in other markets clamouring to get their hands on this novel design.”
Novel packaging prompts re-use and brand loyalty
According to Canadean, consumers are more likely to retain and re-use innovative product packaging like ‘The Jar’, adopting the stylish, unique design into their glassware. Such designs also drive repeat purchases and bulk-buys as consumers look to collect a set for their cupboards. O’Connor says: “Grolsch’s ‘The Jar’ will boost brand loyalty long-term. Consumers feel more connected to brands that have a presence in their home, with novel branded glassware acting as a memory aid and thirst generator.”
Lager drinkers are experience-seekers
Canadean's data shows that lager drinkers are on the lookout for new experiences, with this desire prompting almost 14% of consumption in the lager market. Products that can offer something unique to consumers will experience success, whether this is by flavour innovation or novel packaging. O’Connor adds: “There is a real growth opportunity for brands which can offer consumers a drink that is also a conversation starter. With consumers spending US $40 billion a year on beer that offers new experiences, the market is ripe to target.”
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'The Jar' - Grolsch's creative packaging idea for fun-loving experience-seekers.
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