Homepage<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Grolsch strengthens connection.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Grolsch has a rich history and deep roots in Dutch beer culture. In a market where consumers are increasingly choosing speciality or alcohol-free beers and seeking more of an experience, Grolsch wanted to grow further. With research into <\/span>brand positioning for beer<\/b>, Blauw brought together consumer needs, market segmentation and the position relative to competitors to further refine the positioning.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The beer market is changing. Consumers are increasingly opting for speciality or alcohol-free beers and are looking for more of an experience. <\/span><\/p> Grolsch wanted to remain relevant within that dynamic and get more people in the Netherlands to drink its beer. To achieve this, the brand wanted to clearly differentiate itself from competitors and take a stronger position in the consumer’s head, heart and shopping basket. <\/span><\/p> The brand positioning therefore had to be further refined with the consumer as the starting point.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t Grolsch wanted to identify concrete growth opportunities based on consumer needs and the brand’s position relative to competitors.<\/span><\/p> This required insight into what consumers find important and how the market is structured. This knowledge had to make it clear where Grolsch could further increase the relevance and distinctiveness of the brand. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Blauw started with thorough desk research of existing reports and formulated hypotheses based on this.<\/span><\/p> We then explored the beer experience qualitatively via an online research community. These insights were then quantified with needs-based research and brand tracking to determine the scale and relevance. <\/span><\/p> This gave Grolsch in-depth insight into consumer needs and market segmentation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The research gave Grolsch insight into how the relevance and distinctiveness of the brand could be increased.<\/span><\/p> This resulted in a sharp, consumer-oriented positioning that Grolsch could directly translate into concrete marketing strategies.<\/span><\/p> The new positioning then formed the basis for the campaign \u2018Time for each other, time for Grolsch\u2019, aimed at strengthening the connection with the consumer.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Grolsch was able to increase relevance among target groups and strengthen the brand’s distinctiveness.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The refined positioning gave direction to the translation of consumer insight into marketing and communication.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The positioning directly formed the basis for the launch of a new campaign.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna… <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna… <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\tGrolsch<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
Brand positioning for beer:
Information about the case<\/h2>\t\t\t\t<\/div>\n\t\t
Summary<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
Grolsch wanted more people in the Netherlands to drink its beer and to strengthen the connection with consumers. Blauw combined desk research, qualitative research via an online research community, needs-based research and brand tracking. The insights formed the basis for a refined consumer-oriented positioning and the campaign \u2018Time for each other, time for Grolsch\u2019. <\/h5>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
The question<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
How does Grolsch grow in a changing beer market?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/09\/6475c5c6830cf766a625b999_Grolsch-plop-940-x-380.jpg\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\tThe challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Finding growth opportunities from the perspective of the consumer and the competition.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
The approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Brand positioning for beer through multiple research steps.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
<span data-metadata="\"><\/span><span data-buffer="\"><\/span>the result<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
A sharp, consumer-oriented brand positioning.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
Consequence of the result<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
From brand positioning to a new campaign.<\/h2>\t\t\t\t<\/div>\n\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/07\/icon-doc.svg\"){kind=icon}
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tSharper brand positioning.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/07\/icon-houglass.svg\"){kind=icon}
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tConcrete marketing direction.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/07\/icon-thumb.svg\"){kind=icon}
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tA new campaign.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
In practice.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
De Baak<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
strategy<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/08\/debaak-female-768x768.webp\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\tAutoScout24<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
Experience<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/08\/autoscout24.png\")
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