Game On: Greene King Brewery Unveils Football-Fuelled Seasonal Beers for Summer

Greene King, the UK's leading cask brewer, is launching its seasonal summer cask range alongside a programme of football-themed activations designed to support pubs through a busy summer of sport.

The latest seasonal line-up has been developed for the summer months, focusing on flavour-forward, sessionable beers aimed at driving choice and flexibility at the bar throughout the warmer months.

Returning for May and June is Hopping Special, a 4.2% ABV amber ale brewed with five malts and late and dry hopping. The beer delivers soft tropical fruit and citrus notes and is a returning seasonal favourite as the weather starts to get warmer.

Running from May through to the end of August, Greene King Brewery will also offer a 4% ABV summer golden ale. Brewed for easy drinking, it features citrus and tropical fruit characters and is designed for summer sessions. Independent venues will receive the beer with three interchangeable pump clip designs:

• 4-4-Brew – a football-themed design aligned to the big summer tournament

• On The Bounce – inspired by the annual tennis championships and the wider sporting calendar

• Brightside – designed with hot weather and pub gardens in mind

Alongside the seasonal range, Greene King Brewery will roll out a series of football and matchday-focused activations for free trade customers, including pub decorations, fixture posters, branded point of sale and football-themed merchandise aimed at driving footfall and engagement.

In Scotland, Belhaven Brewery will support independent pubs with activity centred on its new lager, Belhaven Belter, highlighting the brewery's heritage while offering a crisp, refreshing option for summer social occasions and live sport. In the Belhaven managed pubs there will also be branded drip mats, bunting and Belhaven t-shirt giveaways for guests who enjoy a pint of Belter during the tournament.

Within Greene King managed pubs, the keg session IPA Level Head will be temporarily rebranded as Level Header for the duration of the tournament, supported by football-themed keg collars, in-pub digital screens and limited-edition Level Header 330ml bottles in selected sites.

Amina Ali, Brand Manager at Greene King Brewery, said: "Summer is a key trading period for pubs, and this year we've brought together a range of refreshing seasonal cask beers with activity built around major sporting moments, which offer a great opportunity to drive footfall. From returning favourites like Hopping Special to easy-drinking summer ales, everything has been designed to help pubs build atmosphere, drive engagement and give guests more reasons to visit and enjoy a pint throughout the summer."

The seasonal cask beers will be available in firkins and pins (36-pint units). To order any Fresh Cask Release seasonals in 2026, visit: www.valueforvenues.co.uk

Notes to Editors

Greene King is the country's leading pub company and brewer, trading around 2,500 pubs, restaurants and hotels across England, Wales and Scotland. Founded in 1799 with offices in Bury St Edmunds, Suffolk and Burton on Trent, Staffordshire, it employs around 38,000 people across three divisions: Managed Pubs, Pub Partners, and Brewing & Brands.

For more information:

Holly Lander, Greene King

Email: hollylander@greeneking.co.uk

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