Greene King Brewery is launching a limited-edition cask beer, False Nine, to celebrate the upcoming football tournament.
The 4% hoppy golden ale has been brewed using a fusion of hops which deliver citrus and tropical fruit notes. The beer will be available for customers to order from now until the end of the tournament in July.
The name of the beer, False Nine, refers to a lesser-known position in football where the player is a centre-forward who is stationed high up the pitch, but has the freedom to roam around and drop back into deeper positions to receive the ball and link up play. The term false 9 refers to the player’s position number ‘9’ on the field, which traditionally represents the central striker.
As well as the football-themed cask beer, Greene King will also be supporting free trade customers who purchase False Nine with bespoke point of sale, including fixture posters and drip mats to drive awareness and excitement of the games. Free-trade customers that stock any of Greene King’s craft beers, including Flint Eye and Level Head, will also be able to secure branded pitchers to help with speed of service during busy periods and drive volume.
The brewer is also offering selected stockists of Belhaven Best the chance to receive point of sale for pubs during the tournament, where guests can scan to win exclusive Belhaven t-shirts, driving visibility of a true Scottish brand during the football occasion.
Jack Palmer, Head Brewer at Greene King, said: “At Greene King we love to celebrate the big occasions with a specialty beer, and we are really proud to launch False Nine for the tournament. This is the ideal beer to have on the bar and encourage your customers to toast the nation as the summer of sport kicks off.”
“To enhance the football occasion, we are also supporting customers with various other activities across the UK, including Scotland, to drive guests to the pub, get them to stay and also keep them coming back. We’re offering our customers lots of ways to win this summer and hopefully we’ll have more to celebrate in July.”
False Nine is just one of the new beers that forms part of the wider Fresh Cask Releases calendar, a portfolio of 13 limited-edition cask beers available at specific times throughout the year.
To order from the Cask Fresh Releases Calendar, or to find out more about additional support available for pubs, contact your Greene King sales representative or call 0345 600 1799.
ENDS
Notes to editors
Greene King is the country’s leading pub company and brewer with c.2,600 pubs, restaurants and hotels across England, Wales and Scotland.
At Greene King we are passionate about delivering our purpose to ‘pour happiness into lives’. That’s for our customers, our team, our pub partners, our suppliers and the communities in which we live, operate and serve. Founded in 1799 with offices in Bury St. Edmunds, Suffolk and Burton on Trent in Staffordshire we employ around 39,000 people across the group with four divisions: Greene King pubs, Destination Brands, Partnership and Ventures, and Brewing & Brands.
- Greene King pubs is our mainstream pub brand located where people and communities come together; pubs enjoyed in cities, towns and villages throughout the country with clear ambition to be “The Nation’s Most Loved Pub Brand”.
- Destination Brands is a portfolio of distinct brands which includes Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill that bring friends and family together, delivering great service, quality and value for money for a range of eating out and drinking occasions.
- Partnerships & Ventures includes Pub Partners, which runs our tenanted and leased pubs business and Hive Franchise pubs, and our Ventures Brands which is made up of Metropolitan Pub Company, Hickory’s, Hotels Group and Crafted Pubs.
- Brewing & Brands covers the brewing sides of the business. Quality ales are brewed at the Westgate brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. Our industry-leading portfolio includes Greene King IPA, Old Speckled Hen, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Flint Eye, brewed for the modern-day drinker.
Contact: Holly Smith HollySmith@greeneking.co.uk
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