Molson Coors has stepped up its efforts to reposition Grolsch as a more premium drink with the launch of a "home experience" pack so consumers can recreate the Continental drinking style.

The Perfect Grolsch Serve Home Experience Pack, which includes a stemmed glass, beer skimmer and book about Grolsch, aims to tap into the trend for consumers "savouring" their lager more when they drink at home, said brand manager Dave Griffiths.

Consumers can order the packs online for £4.99 when they input unique codes on promotional packs of Premium Lager and Blond, available from April. The premium lager category had had a "pretty tough time" but opportunity lay in "even more premium offerings" and "richer experiences" for people drinking at home, Griffiths added.

The campaign forms part of Molson Coors' overall £5.7m media spend for Grolsch this year.

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