With the domestic cricket season and international cricketing summer underway, British brewer Greene King and cricket’s most passionate supporters’ club, the Barmy Army, have teamed up to launch a new partnership – and a new beer.
The agreement will see Greene King IPA and the Barmy Army working together to help cricket fans make the most of the 2017 season highlights, which include the ICC Champions Trophy, the ICC Women’s World Cup and two separate series against the West Indies and South Africa.
The collaboration starts with a limited-edition golden beer, ‘Barmy Army IPA’, which will be available in pubs across the country until the end of September. The easy-drinking 3.7% golden ale, launching in cask and 500ml bottles, delivers tropical, citrus and spicy notes and was created with the help of the Barmy Army team who visited the Westgate Brewery to develop the recipe with Greene King brewers.
Specially selected pubs and bars across England will also become must-visit destinations for Barmy Army members and other cricket fans to soak up the atmosphere during the summer’s Test Matches – and more on trade activities and promotions, including social competitions, are planned as well.
George Johnston, Greene King brewing and brands marketing director, said: “Our investment in cricket is well known, from Greene King IPA being the official beer of England Cricket to our support of community clubs raising funds for new facilities and kits.
“With our shared passion for the sport, we can think of no better partner for the season than the Barmy Army and we are delighted to work them to bring fans together over great beer and a great atmosphere during an exciting summer of cricket.”
Paul Burnham, co-founder of the Barmy Army, said: “Greene King is a strong supporter of England cricket, and they make great beer – they are the perfect partner for us.”
ENDS
Notes to editors
For further information about Greene King, please contact pressoffice@greeneking.co.uk.
For further information about the Barmy Army, please contact info@barmyarmy.com.
About Greene King
- Greene King was founded in 1799 and is headquartered in Bury St Edmunds, Suffolk. It currently employs 43,000 people across its main trading businesses; Pub Company, Pub Partners and Brewing & Brands.
- It operates 3,000 pubs, restaurants and hotels across England, Wales and Scotland, of which c. 1,800 are retail pubs, restaurants and hotels, and 1,200 are tenanted, leased and franchised pubs. Its leading retail brands include Hungry Horse, Farmhouse Inns, Chef & Brewer, Flaming Grill and the Greene King Local Pubs estate.
- Greene King also brews quality ale brands from its Bury St. Edmunds and Dunbar breweries, and is the UK’s leading cask ale brewer and premium ale brewer with brands such as Greene King IPA, Old Speckled Hen, Abbot Ale and Belhaven Best.
About Barmy Army
- The Barmy Army began during the 1994/95 Ashes Test series in Australia. Based in Sunbury-on-Thames, Middlesex, its members have been providing passionate, vocal support to the England cricket team, home and abroad, ever since.