Grolsch gives its swing-top bottle a makeover

Heavens know how many fingernails were broken in an effort to open a bottle of Grolsch. But Royal Grolsch is determined to keep its 111 year tradition.

In February, Royal Grolsch announced that it was set to introduce a contemporary green-coloured version of its swing-top bottle throughout the world. At the end of April, the domestic Dutch market will be the first to experience the modern new design, which will replace the brown swing-top bottle. Other markets will follow. Royal Grolsch aims to use the introduction to enhance the visibility of the swing-top bottle and to imbue its icon with the modern status that it merits.

The new swing-top bottle appears slimmer as it is slightly taller and narrower than the current design. The flattened sides also ensure that the bottle can be comfortably held. The redesigned bottle still makes the familiar “popping” sound when opened.

The swing-top bottle that helped Grolsch to achieve worldwide fame has essentially remained the same since its introduction in 1897. This has enabled it to develop into one of the world’s most distinctive beer bottles. Even after the Second World War, when the standard brown capped bottle was introduced, Royal Grolsch’s director Theo de Groen was the only brewer to stick to the swing-top bottle, under the mantra of “I’ll decide where to put my beer, thanks very much”.

In the Netherlands, the modern green swing-top bottle will be available in supermarkets, off licences and Grolsch venues in the hospitality sector at the end of April. This will be quickly followed by introductions in the other markets. The change is not limited to the bottle itself – the crate that holds 16 swing-top bottles has also been redesigned. The new crate is easier to carry and nearly one kilogram lighter. The old swing-top bottles and crates are to be fully recycled. The introduction will be supported by extensive marketing campaigns in all of the markets.