Getting out of the office and onto the water.

The challenge
To re-position the brand in the mind of key trade customers and demonstrate the values that Coors place behind Grolsch’s perfect serve.

The solution
We came up with and designed the Grolsch Barge. A unique ‘Grolsch’ meeting and training facility to showcase the brand’s Dutch style, taste, quality and sales credentials to trade customers. The idea was to bring the brand to life in a way that would allow the invited delegates to physically interact with Grolsch. On entering the barge, it’s set up like a bar. Invited delegates can enjoy a drink, learn more about the perfect serve and get behind the bar to have a go themselves. But once the table has been raised, the barge is transformed into a meeting room.

The results
The barge has received an extremely positive response from both Coors sales and marketing personnel and also from the core trade customer audience. It has been used all over the country and feedback from the client indicates that the barge has achieved its key objectives by allowing key trade customers to actually experience Grolsch’s style, taste, quality and sales credentials. As a result of this success, Coors plan to use the barge in a national campaign.