FDBusiness.com

UK brewer and pub operator Greene King has become the national distributor for US craft beer Goose Island following agreement with AB InBev UK. The deal will give Greene King exclusive rights to distribute the Goose Island portfolio, which includes Goose Island Indian Pale Ale, Goose Island Honkers Ale and award-winning 312 Urban Wheat, to the on and off-trade in England and Wales.

Goose Island is a US craft beer company that was started in 1988 in Chicago, Illinois. The success of the Goose Island brand portfolio has led to its distribution across the United States and beyond.

Chris Houlton, managing director for Greene King Brewing & Brands, says: “It is an exciting time for beer as the craft market continues to grow, and we know that more than half of all beer drinkers say they are keen to see more of these products. We launched our own craft brewery last November and adding an original US craft beer now will complement our successful portfolio. Goose Island is a leader in the craft of brewing and we are looking forward to offering its range to our customers.”

For the first time in the UK, Greene King will launch Goose Island in keg in the on-trade; traditionally the Goose Island range has been only available in bottles.

Chris Houlton continues: “Goose Island is in excellent growth and last year alone sales increased by 62% in the US. The partnership between Greene King, Goose Island and AB InBev will see ambitious plans for growth of the brand in the UK through up weighted support for the trade, including draught for the first time in the UK, initially through our own pubs.”

Goose Island has invested in a refreshed brand image look and feel, which will coincide with the move to Greene King. Greene King will begin distribution of Goose Island from October. Goose Island is currently imported by James Clay, who in partnership with Greene King, will continue to supply certain specialist on-trade customers.