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An Idea A Day by David Thompson

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MARKETING

COMMUNICATE IN A RELEVANT WAY

Jim Blythe

The idea

Grolsch is a Dutch beer aimed at mature males who consume premium brands. The beer itself tastes pretty much like any other Dutch lager beer, and during the 1990s it became marginalized by the more aggressively marketed Stella Artois, Budweiser, and Kronenbourg 1664 brands. The company’s ...

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