Grolsch Competitive Advantage
Sources of Competitive Advantage
Grolsch’s edge over its competitors relies on two main aspects, packaging and marketing. Its unique swingtop bottle gives the Grolsch brand an appealing and distinctive characteristic that distinguishes it from other premium beers. The swingtop allows for storage of the beer for later consumption as well as eliminates the need for a bottle opener. The brown domestic bottle contains over one-third more than the capacity of the average Dutch beer bottle, while the green export bottle is slightly larger. In 2008, the brewery introduced a slimmer design for both the domestic market and export. The new bottles can be opened by hand, using a lever at the side of the bottleneck. The label is applied over the lever
Grolsch’s edge over its competitors relies on two main aspects, packaging and marketing. Its unique swingtop bottle gives the Grolsch brand an appealing and distinctive characteristic that distinguishes it from other premium beers. The swingtop allows for storage of the beer for later consumption as well as eliminates the need for a bottle opener. The brown domestic bottle contains over one-third more than the capacity of the average Dutch beer bottle, while the green export bottle is slightly larger. In 2008, the brewery introduced a slimmer design for both the domestic market and export. The new bottles can be opened by hand, using a lever at the side of the bottleneck. The label is applied over the lever