Killer Work
Men love beer. And their emotional attachment to beer brands goes far deeper than you might imagine. Imported beer
drinkers, for example, seek authenticity. They demand a world class drink and a great drinking experience. Just because
a beer has been brewed in the same tiny village for four centuries doesn’t mean they’ll call for it. They need to know that
the brand shares their sensibilities; their hopes, their dreams and their, uhh, basic human desires. For GH, the challenge
was to make Grolsch as cool to drink today as it was in 1615. During our relationship, Grolsch became the fastest grow-
ing imported beer brand in America, achieving record sales growth of over 30% per year over four consecutive years.
drinkers, for example, seek authenticity. They demand a world class drink and a great drinking experience. Just because
a beer has been brewed in the same tiny village for four centuries doesn’t mean they’ll call for it. They need to know that
the brand shares their sensibilities; their hopes, their dreams and their, uhh, basic human desires. For GH, the challenge
was to make Grolsch as cool to drink today as it was in 1615. During our relationship, Grolsch became the fastest grow-
ing imported beer brand in America, achieving record sales growth of over 30% per year over four consecutive years.
