Grolsch to test cranberry wheat beer

04 September, 2008

A cranberry wheat beer produced by Grolsch is to be given a test in the UK market.

Grolsch supplier Coors Brewers will be running the test in a small number of pubs only for the product, which will be sold only in draught initially.

Grolsch Rosé is a 4% abv version of the Dutch brewer’s Weizen brand – launched in the UK last year – flavoured with cranberry juice. It is already on sale in the Netherlands.

Coors views the beer as another possible means of recruiting women to the beer category, as part of its Project Eve programme.

A Coors spokeswoman said: “We’re always looking at new ideas, and a big part of our NPD is looking at brands to attract more women into the category.”

Michal Rabiej, a member of the Grolsch team at Coors on secondment from the Dutch brewer, said: “Rosé has made the wheat beer market in the Netherlands grow by 10 %.”

Coors is already running trade tests on a rosé version of its Kasteel Cru Champagne-yeast beer and Blue Moon, a Belgian-style White beer from Coors in the US, served with a slice of orange garnish.

Full launches are expected for both before the end of the year.

Coors has launched Grolsch Weizen in 2007 and Premium Blond this year.




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