Molson Coors has released a new simple packaging design for its Dutch lager beer brand Grolsch off-trade portfolio.

The new packaging design would reflect the brand’s heritage whilst matching the contemporary preferences.

The beer brand had called for ideas from beer drinkers for a creative design. Through a dedicated space, known as ‘The Grolsch Greenhouse’, the brewer hosted creative professionals for brainstorming of creative designs, reported

The design that was selected is believed to represent its Swingtop bottle with Grolsch’s distinctive two-hop recipe.

This move follows recently launched a new brand platform by Grolsch.

Molson Coors UK brand director portfolio Ali Pickering was quoted by as saying: "Grolsch has a 400-year tradition of doing things a little differently, so it’s no surprise our approach to the new packaging has been unconventional as well.

"In a category usually not known for radical thinking, the result is a fresh, modern expression of the Grolsch heritage and further evidence that our brand is indeed ‘Unconventional by Tradition since 1615’.

"The end result is a refreshed new design which we feel speaks to our audience, namely because it was developed with them."

In 2015, Grolsch touched its 400th year.