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19 April 2023

Grolsch introduces: the 'not-so-new' crate

Made 98 per cent from old crates
Grolsch has been brewing for connectedness for more than 400 years. For sincere moments with family, friends, colleagues, the neighbourhood and the club. And to continue to do so for at least the next 400 yearsthey do it in a sustainable way. Grolsch continuously challenges itself: how can the process be made more environmentally friendly, without compromising on results? And in this, the brewery takes another big step. Grolsch is introducing, for the first time since 2007, their 'not-so-new' Grolsch crate: a new crate made from old crates.
The 'not-so-new' crate
Sustainability and circularity are key concerns at Grolsch when designing and developing its packaging, including the new crates. Joost Nawijn, Packaging Material Development Specialist at Grolsch says: "We not only gave the crate a new, fresh design, but also designed it for the future. For instance, we have added ribbing and relief, so that stickers can be removed easily and the crates remain beautiful for longer. And the best part: the new crates are 98% made from old crates." The new crates are flowing into the market in phases from today. As the old crates are recycled, it may take some time before only new crates can be found in shops. Naturally, the new and old crates contain the same 30cl bottle containing the familiar Grolsch Premium Pilsner.
Environmentally friendly brewing
The Grolsch Bierbrouwerij is a very environmentally friendly brewery, one of the reasons being the recycling rate of no less than 100% for the Dutch market. From beer brew, yeast and malt to bottles and labels, everything is reused. Susan Ladrak, Sustainability Manager at Grolsch, says: "We consider it our responsibility to contribute to a better, greener and circular world. Consumers can see this in our 'not-so-new' crates, our TopClip and other sustainable packaging. But much more is happening behind the scenes. For instance, we switched to Twence's sustainable heat in 2022. That will reduce our CO2 emissions by 72%. That saving is equivalent to the emissions of 1,800 households. Thanks to all these efforts, we are getting closer and closer to our goal of becoming completely climate-neutral."