Men love beer. And their emotional attachment to beer goes deep. Imported beer drinkers seek authenticity. They demand world-class quality and a great drinking experience. But just because a beer has been brewed in the same tiny village for four centuries doesn’t mean they’ll ask for it by name. For Bob Hoffman and his creative team, the challenge was to make Grolsch as cool to drink today as it was in 1615.
Upon reintroduction, Grolsch became the fastest growing imported beer brand in America, achieving record sales growth of over 30% per year for four consecutive years.