Grolsch updates its iconic swing-top bottle

February 12, 2008: Grolsch is set to introduce a contemporary green version of its 111-year-old swing-top bottle. Its domestic Dutch market will be the first to see the new design at the end of April, with other territories following on.

The new bottle appears slimmer — as it is slightly taller — and narrower than the current design. The flattened sides ensure that the bottle can be comfortably held.

By retaining the characteristic shape and swing-top seal, the new design will remain recognisable and familiar to the consumer, said Grolsch. It still makes the familiar popping sound when opened.

The new bottle has been designed by Flex Innovation Lab, the design agency that was also responsible for the green 33cl returnable bottle introduced by Grolsch at the end of 2006.

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, Grolsch’s director Theo de Groen was the only brewer to stick to the swing-top bottle.

Ab Pasman, chairman of the Grolsch's executive board, said: ‘The swing-top bottle is, and always has been, our icon to the rest of the world. The new swing-top bottle will help us ensure that in the future we can keep offering our own distinctive ideas about beer throughout the world."

He added that there was an intention to make the beer more attractive to a younger target group.