Greene King IPA celebrates the craft of cask in multi-million pound investment

A multi-million pound investment in the nation’s favourite cask ale – Greene King IPA – aims to spark a more contemporary and relevant image for the cask ale category and provide a breakthrough at the bar similar to that already enjoyed by cider, wine and lager.

Greene King, responsible for crafting Britain’s best-loved cask ale[1], hopes the pioneering £4m campaign, which includes distinctive TV advertising, innovative new glassware, a newly-designed heavyweight premium pump clip and two new additions to the Greene King IPA range, will herald a step-change in the profile and accessibility of top quality cask ale and help it stand out as the popular drink of choice for pub goers of all ages.

It follows a year-long Greene King study into the preferences of more than 30,000 drinkers which showed that although the cask category is predominantly driven by 35+ males, the younger consumer is becoming more important to cask ale volumes, especially 25 – 34 year old males where their share has grown by 19%[2]. Euan Venters, Managing Director Greene King Brewing and Brands, believes the campaign could prove to be a watershed moment in the history of ale.

He said: “The traditional cask consumer remains at the heart of our brand but we also want the advertising and range extensions to help make the category more relevant to new drinkers coming into cask. We know when consumers approach the bar they’re looking for authentic, established beer brands they know and trust[3]. They want to see that signpost of quality and that’s exactly what we have to give them if we want the ale sector to grow. That’s why we’re embracing our role as market leader and investing so heavily behind Greene King IPA. It’s a big commitment, but one we’re proud to be making because we truly believe ale is set for even bigger things.”

A huge amount of care and attention goes into handcrafting Greene King IPA and the new advertising champions the Great British pub landlord’s role as guardian of cask. The ‘Crafted for the Moment’ campaign celebrates publicans by presenting them as the craftsman at work – lovingly preparing a cask of Greene King IPA before serving a packed pub, full of customers eager to enjoy the fruits of their, and the brewer’s, labours.

Filmed entirely in a pub cellar and bar, it works on the principle that great moments don’t just happen by accident, but owe everything to the craft that goes on behind the scenes to make them memorable.

 

“The modern ale moment doesn’t just require the kind of passion and craft we’ve been putting into our cask ale for the last 200 years, it also demands care and attention to detail from those who serve it – that’s why it makes absolute sense that the landlord should feature at the heart of this campaign,” Venters added.

 

Greene King IPA’s ‘Crafted for the Moment’ advert will run on multichannel TV, including Sky Sports, Sky News, Dave and Film 4, and will be launched during the first FA Cup Semi Final on 14^th and 15 April on ITV1 and ESPN.

 

Responding to consumer insight, Greene King has also taken the opportunity to launch two new handcrafted ales aimed at attracting new drinkers and existing cask lovers. Greene King IPA Gold (4.1% ABV) is a golden ale aimed at experimental younger drinkers looking for refreshment, while Greene King IPA Reserve (5.4%) – a warming, full bodied, quality ale with a rich aroma – is aimed at cask ale aficionados looking for an indulgent treat.

 

Further investment comes in the shape of a rebrand across all formats and channels. Careful attention has been paid to the design of a new zinc-crafted premium pump clip, which clearly references the ale’s heritage and home of Bury St Edmunds – a nod to the Suffolk town where Greene King has been handcrafting quality ales since 1799.

 

“We want to make the Greene King IPA pump clip more relevant to today’s cask ale drinker and our research told us consumers are looking for specific things to improve their ale-buying experience and turn interest at the bar into sales. Therefore, we have clearly marked the strength of Greene King IPA (3.6% ABV) and its origin, while unravelling the mystery of ‘IPA’ by spelling out that it stands for India Pale Ale”, Venters said.

 

The introduction of branded, toughened, tankard-style glassware – a modern twist on a traditional favourite – also comes in response to consumer research with two-thirds of drinkers saying they prefer the tankard style[4]. The only one of its kind on the market, Greene King hopes the tankard will help grow interest in the cask category, while providing a welcome return to more experienced cask drinkers.

 

For licensees wishing to make the most of Greene King IPA whilst on TV, they should call Greene King Customer Services on 0845 850 4545.

 

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Press information

Please contact Mark Sowersby at Tribe PR on 01603 417722 or mark@tribepr.com

Or Jo Kreckler at Greene King on 07974 132635 or joannakreckler@greeneking.co.uk

 

Notes to editors

 

Greene King is the UK’s largest pub operator and brewer with c. 2400 pubs, restaurants and hotels across England, Wales and Scotland and the UK’s leading portfolio of quality ale brands. Its leading brands include Hungry Horse, Old English Inns, Loch Fyne Restaurants, Greene King IPA, Old Speckled Hen and Belhaven Best.

 

Greene King IPA, 3.6% ABV, is a perfectly balanced award winning beer, characterised by its hoppy taste and aroma that comes from the use of Challenger and First Gold hops which are combined with pale, black and crystal malts.
Greene King IPA Gold, 4.1% ABV, is a light refreshing golden ale that truly brings the best out of the unique and aromatic Savinsjki Goldings hop variety. The craftsmanship in this beer lies in the late hopping which creates a perfect blend on tropical fruits, mango and spicy notes and delivers a beer with a clean bitter taste and a crisp dry finish.

 

Greene King IPA Reserve, 5.4% ABV, is a warming, full-bodied ale with a reassuringly rich appearance that belies its mellow fruit aroma. Grapefruit and orange citrus tones combine with the floral and herbal Styrian Goldings hop variety to delivery a reserve ale of exceptional quality with a dry bitter finish.

 

Greene King IPA Revolution offers the choice of a northern serve – smooth and creamy finish with a tight head, or a southern serve – crisp, hoppier finish and looser, frothier head. This is the first major innovation in cask beer dispense since the hand pull was invented.

 

Greene King appointed Grey in December 2011 to work on the creative for its beer brands Greene King IPA and Old Speckled Hen, and North Star for its media buying.
The soundtrack to the ad is by Jake Bugg, an up-and-coming artist who at 18 is signed with Universal Music.