Bartenders boycot Cheersch.nl! Protesting against Grolsch home keg tap
4 December 2008
Bartenders protest the new home keg tap Cheersch. Through Cheersch.nl, Grolsch teaches everyone the tricks of the trade of being a bartender. But real bartenders are protesting against that....
On Monday, November 24 at 5 PM, the Grolsch brewery launches its daring new Cheersch campaign. With this campaign, Grolsch wants to promote its home tap keg system Cheersch, that Grolsch introduced earlier this year. With Cheersch it's possible to enjoy - in a wink and at home - ‘the world's best beer': draft beer. But being able to draft your own beer doesn't mean you are a real ‘bartender'. You'll need to know more! On www.cheersch.nl Grolsch teaches the consumer how to be an expert home bartender by showing the tricks of the trade. None too serious, of course.
With this extensive multimedia campaign, Grolsch introduces Cheersch to all beer lovers in the Netherlands. Home drafting is promoted through television and radio commercials, a humorous outdoor guerrilla campaign, online ads and store promotions. All this just as beer from the glass enjoys a strong increase in popularity (CBK beer research, November 18, 2008).
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The corporation Koninklijke Grolsch N.V. dates back to 1615. That makes it one of the oldest and most successful breweries in the Netherlands. Grolsch operates in the Netherlands as well as in many international beverage markets. The brand has a unique worldwide positioning, that includes qualities like unique taste, top quality, tradition, ambition, authenticity and enjoyment. Grolsch is situated in a modern brewery complex in Enschede since 2004. Since February 12, 2008 Grolsch is a subsidiary of SABMiller plc.