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8th July 2014

Grolsch’s beer in a jar: A new experience for lager drinkers

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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Editor’s notes


‘The Jar’ – Grolsch’s creative packaging idea for fun-loving experience-seekers.
About Canadean

Canadean provides in-depth market research across the fast-moving consumer goods (FMCG) sector, including food, packaging, ingredients, soft drinks, beer, retail, foodservice, wines & spirits and cosmetics & toiletries. Canadean specialises in conducting online survey panels, producing in-depth market insight country reports through qualitative and quantitative research. For updates, please follow us on twitter or visit
For further information

Please get in contact if you have any questions to this or other Canadean reports. Contact Verena Niederacher at the Canadean press office on +44 (0) 20 3220 0815 or email