New £2.7m campaign for Grolsch

The theme of the activity is to celebrate originality, and brand owner Molson Coors has enlisted the talents of artists around the world to create unique works, which will be available to view online and as part of campaign materials.

New limited edition glasses will be distributed to on-trade stockists, alongside PoS kits, while an “experiential tour” will visit eight UK cities, including London, Birmingham and Manchester, giving drinkers the chance to sample the beer and create their own portraits.

“Grolsch is renowned for its individuality and this is something we wanted to pay tribute to during the 400 year anniversary,” explained brand director Ali Pickering.

“We pride ourselves on our ability to offer beer drinkers a premium choice, whilst maintaining a unique and imaginative edge – whether that is through our distinctive beer or our unique Swingtop bottle.”