Celebrating with Grolsch during coronavirus, this is how you do it
We’re pub-quizzing and enjoying drinks digitally. But the pubs and terraces are painfully empty. And attending concerts isn’t happening for the time being either. Pretty boring. Brewer Grolsch has now come up with an original campaign to show its support for the hospitality industry, which has been hit hard.
Together with a top line-up of artists, the brewer is organising the ‘Grolsch #helpdehoreca Live Sessions’, a series of concerts from empty hospitality venues across the country. Participating artists include: Miss Montreal, Akwasi, Rob Dekay, Nielson and Diggy Dex. The concerts will be streamed live via Grolsch’s Instagram channel, and viewers are encouraged to donate to #helpdehoreca. Nielson kicks things off tonight, Wednesday 15 April, at 8:30 p.m. from Het Magazijn in Dordrecht. The following sessions will be announced via Grolsch’s social channels.
King’s Day
The brewer from Enschede has more initiatives in store. By having an extra (Grolsch) beer at home, you can contribute to #helpdehoreca. Special Orange Cans featuring the Wilhelmus had already been developed for King’s Day before the coronavirus outbreak. These Orange Cans are now available in supermarkets throughout the country as a temporary replacement for the familiar Grolsch-green cans. Consumers are encouraged to take a photo of the can and share it on social media with #helpdehoreca and @grolsch_nl for a chance to win a #helpdehoreca voucher worth twenty-five euros. From the end of April, when you purchase a crate of Grolsch, you’ll receive a five-euro discount on a #helpdehoreca voucher, which can later be spent at hospitality venues that serve the brand.
Beer as animal feed
The closure of the hospitality industry has led to a huge surplus of beer that had already been delivered to cafés and restaurants but can no longer be sold. Grolsch will take back all this beer that is no longer good by 28 April and, once the hospitality industry is allowed to reopen, will replace it with fresh beer. What happens to all that surplus beer? It is processed into animal feed.
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