Grolsch is launching a new way of drinking later in Romania - "The Jar." the packaging will attract experience-seeking consumers and build on the popularity of mason jars on-trade, market research firm Canadean predicts. "The Jar" elevates Grolsch's beer to a premium, craft drinking experience for consumers. Canadean predicts success for the new packaging. Catherine O'Connor, senior analyst said: "We can see consumers in other markets clamouring to get their hands on this novel design." According to Canadean, consumers are more likely to retain and re-use innovative product packaging such as this, adopting the stylish, unique design into their glassware. Such designs also drive repeat purchase and bulk-buys as consumers look to collect a set for their cupboards. O'Connor says: "Grolsch's 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."
