The £13m national campaign ‘Taste Amplified’ has been created by the Edinburgh-based advertising agency and will be supported online in the coming weeks by Blonde, The Leith Agency’s digital sister agency.

The launch will be supported by added value offers available to the trade; high-visibility footfall-driving activity, consumer sampling, staff incentives and all the tools needed to enable retailers to enrich the consumer experience.

Dave Griffiths, brand director for Molson Coors UK, explained: “The campaign allows Grolsch the opportunity to work with customers to enrich the drinker experience in their outlets. By bringing ‘Dutch style continental drinking’ to life we are creating new opportunities for customers to differentiate and add value to their service offering”

Meanwhile, The Drum has learned that having been appointed early last year, Stripe, Tangible group’s PR agency, is no longer working with Grolsch.

A spokesperson for Molson Coors explained that the move had come ‘as no fault of their own’ and was a decision taken to consolidate its communications, meaning that it would only work with The Red Consultancy.