FDBusiness.com

Greene King has unveiled a striking new design for its flagship ale Greene King IPA as it looks to claim a larger slice of the British beer market.

Figures from the Campaign for Real Ale (CAMRA) show that 15% of all cask drinkers tried cask ale for the first time in the last three years, with 65% of these new drinkers aged 18-24. This has been driven by an explosion in the number of craft brewers, many of which have won the attention of new drinkers with their alternative brand names and designs.

The new look for Greene King IPA is a contemporary one but it still retains strong elements of the heritage, passion and craftsmanship that go into every single pint of Greene King IPA. The copper element of the new pump clip is drawn from the kettles in Greene King’s iconic brewery in Bury St Edmunds, with the bold colours and typography offering greater standout on the bar.

Chris Houlton, managing director of Greene King Brewing & Brands, says: “The last three years have been an incredibly exciting time for British brewing with consumers of all ages now enjoying our national drink. We felt the time was right to take Greene King IPA to this broader audience of beer enthusiasts, while not losing the loyalty of our core drinker.”

He adds: “Creating a new brand identity for Greene King IPA has been a monumental team effort and I could not be happier with the outcome. It is an outstanding piece of design and one that I believe will stand the brand in good stead as the British beer market continues to flourish. Moreover, with people still seeking out an easy-drinking, refreshing and sessionable ale, Greene King IPA continues to deliver on all three fronts with its unique and timeless recipe.”

To support the redesign of its flagship beer, Greene King has also launched Beer Genius, a groundbreaking online training platform to help licensees deliver brilliant beer, and a quality accreditation scheme, which will reward pubs that serve a great pint of Greene King IPA.

The new Greene King IPA pump clip will be rolled out across pubs from Monday 2 March and will be followed by new-look bottles and cans for the off-trade later this year.