Grolsch's Romanian consumers now have the option of getting a cold one in a mason jar, which the brand is calling "The Jar."
According to market research firm Canadea, the launch of The Jar package is well-timed, building on the popularity of mason-jar presentation in trendy bars and cafes. The Jar, Canadean says, elevates Grolsch's beer to a premium, craft drinking experience for consumers. Catherine O’Connor, senior analyst at Canadean predicts success for the new packaging: “We can see consumers in other markets clamoring to get their hands on this novel design.”
According to Canadean, consumers are more likely to retain and re-use innovative product packaging like The Jar, adopting the stylish, unique design into their glassware. Such designs also drive repeat purchases and bulk-buys as consumers look to collect a set for their cupboards. O’Connor says: “Grolsch’s The Jar will boost brand loyalty long-term. Consumers feel more connected to brands that have a presence in their home, with novel branded glassware acting as a memory aid and thirst generator.”
Canadean's data shows that lager drinkers are on the lookout for new experiences, with this desire prompting almost 14% of consumption in the lager market. Products that can offer something unique to consumers will experience success, whether this is by flavour innovation or novel packaging. O’Connor adds: “There is a real growth opportunity for brands which can offer consumers a drink that is also a conversation starter. With consumers spending US $40 billion a year on beer that offers new experiences, the market is ripe to target.”