Grolsch beer teams up with British Airways

Dutch beer Grolsch has announced a partnership with British Airways and has opened a bar in one of the airline’s lounges in Terminal 5.

Bar staff in the lounge are to be trained to offer customers a swingtop bottle using one of six  opening techniques - Swingtop Chop, The Slice, Booty Pop, The Drop, Klik and Snatch. The activity has been planned in collaboration with British Airways to coincide with some of the summer’s major sporting events, which will be screened live within the cinema area of the Galleries Club South lounge.

The promotion follows on from an announcement in August 2009 of a three-year distribution and marketing deal with British Airways.

Grolsch global brand director, Ronald van Amerongen said: “Using the iconic bottle in new and surprising ways was the obvious way to partner with British Airways to create an exciting World Cup viewing experience for travellers.”

Henk-Jan Bakker, manager of SABMiller’s travel retail & duty free department said: “Both British Airways and SABMiller were keen to develop a premium and creative activation, which would fit in with the unique environment of the BA lounges as well as appeal to its high-end audience.”

The promotion is set to run untl July 11 in the British Airways Galleries Club South lounge in Terminal 5, and will be staffed daily from 12:30 until 20:30.