Greene King, the UK’s leading pub company and brewer, is launching two incentives this September to engage both new and loyal drinkers in the cask ale category, timed to coincide with the launch of this year’s national Cask Ale Week, running Thursday 22nd September – Sunday 2nd October.
To support the celebrations of Cask Ale Week, run by Cask Marque, Greene King will be offering, two promotions to its free trade customers, ‘Flight Club’ and the ‘Three Cheers for Free Beers’ loyalty scheme, to raise awareness of cask ale and encourage guests to sample and discover the wonders of the unique product.
The Flight Club package will include all the relevant equipment for pubs to offer a tasting session of cask ale to guests. The pack include paddles, glasses and everything customers need to promote and encourage guests to sample three different cask beers, without them having to commit to a full pint. To be eligible to receive the Flight Club pack, free trade customers will need to stock a minimum of three Greene King cask ales*.
The brewer is also supporting Cask Ale Week with the Three Cheers for Free Beers customer loyalty scheme this September. Customers will be supplied with collector card kits that offer guests the 7th pint of cask ale for free. The incentive will aim to entice guests to come back for more even after the cask celebrations have concluded. The scheme is available to all free trade customers in England and Wales.
Will Hemmings, marketing director for Brewing & Brands at Greene King said: “Cask Ale Week is now more important to the category than ever before and we need to not only educate but celebrate what makes cask ale great and why it deserves a place on the bar and support our free trade customers in promoting this wonderfully unique product to their guests.
“For September we wanted to encourage people that maybe haven’t tried cask ale before, to sample a range of styles and favours and help them find their own favourite. We also wanted to show appreciation to our loyal drinkers at the same time. We believe both incentives give us the platform to celebrate cask ale and we look forward to seeing our customers enjoy them too.”
About Greene King:
- Greene King was founded in 1799 and is headquartered in Bury St. Edmunds, Suffolk. It currently employs around 39,000 people across its five divisions: Local Pubs; Destination Food Brands; Premium, Urban and Venture Brands; Pub Partners; and Brewing & Brands.
- It operates c.2,600 pubs, restaurants and hotels across England, Wales and Scotland, of which c.1,600 are retail pubs, restaurants and hotels in the Locals, Destination and Premium, Urban and Venture divisions, and c.1,000 are tenanted and leased pubs in its Pub Partners division. Its leading retail brands and formats include Hungry Horse, Farmhouse Inns and Chef & Brewer.
- The Brewing & Brands division covers the brewing sides of the business, with quality ale brands brewed at the Greene King brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. The industry-leading portfolio includes Greene King IPA, Old Speckled Hen, Abbot Ale, Ice Breaker and Belhaven Best.
Press release from Greene King.
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