Consumers are increasingly defining for themselves what balance means. They want to make informed choices while continuing to fully enjoy the moments that matter, such as having a beer with friends. Consumer research* shows that calorie intake is one of the main reasons why people choose to drink Pils less often or stop drinking it altogether.**

"At Grolsch, we believe that showing character also means being able to make lower-calorie choices without giving up what you enjoy," says Susan den Boer, Marketing & Strategy Director at Grolsch. "With Grolsch CAL, consumers don't have to choose between fewer calories and great taste. They get both."

Grolsch CAL

The name CAL refers to calories and highlights the essence of the new beer: a full-bodied taste combined with 30% fewer calories than Grolsch Premium Pils. Grolsch CAL has an alcohol content of 4.2% and will be available exclusively at all Albert Heijn stores from 13 July (week 29), in both cans and bottles.

High consumer ratings support the launch

Independent product testing** shows that Grolsch CAL meets consumers' taste expectations. As many as 85% rate its quality as equal to or higher than that of regular pilsners. Consumers describe the beer as "full of flavour, lightly bitter, smooth and with a pleasant alcohol content."

Innovation in the beer category

Grolsch CAL brings innovation to the beer category with a distinctive proposition that responds to the growing demand for lighter alternatives. It appeals to both existing beer drinkers and consumers who are new to the category or rediscovering it.

"With Grolsch CAL, we are taking a distinctive step forward in the beer category together with Albert Heijn. This innovation responds to a growing consumer need, attracts new shoppers and creates additional value and growth for both Albert Heijn and the beer category," says Martijn Meuleman, Head of Off Trade at Grolsch.

* 30% fewer calories than Grolsch Premium Pils

** Source: MMR, Product Test, N=203, February 2026

*** Nederlandse Brouwers National Beer Survey 2025 / Grolsch Pils Research 2024