Grolsch, the premium Dutch lager, celebrated 400 years of originality this week by creating an art installation in 400 minutes, using 400 of its swing top bottles. Street art collective Graffiti Life, took on the challenge to mark Grolsch’s 400th anniversary, creating a giant tribute to the beer’s iconic swing top bottle in Shoreditch, London, using Grolsch bottles and a variety of street art techniques, from spray painting to yarn bombing and guerilla gardening.
Grolsch has been inspiring originality since 1615, with its iconic swing top bottle and brewing excellence standing the test of time. The collaboration with Graffiti Life brings the brand’s heritage to life and is part of a global anniversary campaign , which also features limited edition art packs of Grolsch.
Ali Pickering, Brand Director Portfolio Brands at Molson Coors, says: “Grolsch was founded on innovation and originality; shown in its iconic swing top bottle, and its distinctive bold, but perfectly balanced taste. We wanted to mark the anniversary by honouring the original spirit of the brand which has been key to its success. This unique tribute champions individuals who, just like Grolsch, are dedicated to pushing the boundaries and celebrating originality.”