The Gulder brand was introduced in 1970 in response to growing demand for variety in the beer market and the need for NB Plc portfolio diversification. The original brand name came from an associated brewery, Compania Hispano Holandes de Carvezez SA in Spain. The registered brand name was owned by Gulder International Limited, a subsidiary of United Africa Company Limited and Heineken Technisch Beheer, both foreign advisers to NBL.
To emphasize its uniqueness, Gulder was launched in a brown bottle with a unique label design. At that time, it was the only brown bottle lager, giving it a different personality from other lagers in the market.