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Green Light for Grolsch

The Green Light District is Grolsch’s latest campaign, aimed squarely at adding value to bars and pubs, as well as improving consumers’ experience of the premium lager. Launched last month in Leeds, the campaign will travel to 13 other UK cities, featuring bespoke green lighting at participating bars, as well as table service and point-of-sale material. The campaign is supported by outdoor advertising, as well as interactive maps leading consumers to the Green Light venues. 

Accompanying the activity are incentives and training for staff members at the bars. The incentives apply to all outlets in each city, not just the Green Light bars, and they will continue after the Green Light District event moves on to the next city.
The activity will take place for two weeks in each city, culminating in October in Edinburgh, where the concept was first tested last year. The Grolsch barge, Jenneken, will accompany the Green Light District to most cities, providing a unique training venue.

The emphasis is on “premium”, both in terms of the lager itself, as well as the general experience. Customer marketing director Neale Lewis explained: “The Green Light District is all about serving quality beer with quality service.” Grolsch draws on its Dutch heritage, and this campaign promotes continental-style drinking, tying into Grolsch’s ongoing promotion of outdoor drinking.

Feedback from licensees of the Green Light venues has been positive, and an increase in sales of Grolsch in these bars has been reported.

Lewis described the overall concept, saying, “We want to lead consumers to great Grolsch experiences, to attract them to great bars like moths around a green light.”  © db June 2006

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