Grolsch taps into UK audience with Linney website

Linney Design has created a website for Grolsch UK, www.grolsch.co.uk, as the brewer moves to build on its growing UK market share and reinforce its positioning among a target audience of 20-something males.

The Dutch brewer reported a first half profit up almost 6 per cent in September, partly attributed to improved exports sales to the UK and other regions. The company is experiencing growth rates of 21 per cent in the UK and believed it was time to create a UK-focused website, says Grolsch assistant brand manager Brid Mooney.

The company felt its global site didn’t accurately reflect the ‘brand’s UK footprint’ and the new site will support the above-the-line advertising, she adds.

The consultancy has created a ‘stylish, minimal and austere site that delivers warmth through humour and the quirkiness of its interactive elements,’ says Linney Design creative director John Kay.

‘To engage a British audience the interactive elements play on perceived Dutch stereotypes of being laid back and quirky,’ explains Kay.