Greene King Launches New Beer Slide Campaign, Celebrating Centuries of Pub-Going and Brewing Heritage

Greene King has launched the latest chapter of its Legendary Beers, Centuries in the Making campaign – the Beer Slide. A multi-media campaign centred around a television advert, the Beer Slide, has seen a £1 million investment from Greene King – making it one of the company’s biggest investments into an advertising campaign in a number of years.

This seven-figure investment into cask and craft ale sets Greene King apart from the rest of the sector and champions the future of the category. The television advert at the heart of the campaign brings a celebration of Greene King’s pubs and beers directly to viewers – demonstrating its continued leadership in British brewing, combining a significant media investment with a bold creative platform. The campaign follows the eternal quest to master the perfect beer slide across the bar – through centuries of English history. From medieval taverns and Napoleonic warships through to England’s iconic 1966 World Cup victory and the present day, the new campaign sees pints sliding across the bar through history, showcasing how these milestones were all marked in the pub.

The Beer Slide drives awareness of Greene King’s legendary brews with customers – with an aim to spark conversations and to drive footfall and sales of cask in its own pubs and free trade accounts.

As well as a television advert, the campaign will see sales data used to target audiences for the accompanying 30-second hero film – running across premium on demand channels such as Netflix, Channel 4, ITVX and Amazon Prime – supported by high-impact digital display and an out-of-home (OOH) campaign, which includes large-format digital screens, roadside advertising, London Underground placements, bespoke lenticular executions and fly-posting.

Will Hemmings, Marketing Director for Greene King Brewing & Brands, said: “At Greene King, we are incredibly proud of our 227-year brewing heritage. Since 1799, we’ve been perfecting the art of the British pint and our campaign, Legendary Beers, Centuries in the Making, brings this rich history to life with wit and energy, showing viewers exactly how far our beer has travelled to become the superb pint it is today.

“The Beer Slide campaign represents one of our largest marketing investments in recent years – and probably one of the biggest investments into cask and craft ale marketing across the sector – which demonstrates our commitment to supporting our beer brands for long-term growth. Alongside the development of our new brewery, opening next summer, it reflects the significant investment we're making in the future of brewing at Greene King and in bringing more people to our beers and pubs.”

Notes to editors

Greene King is the country’s leading pub company and brewer trading c2,500 pubs, restaurants and hotels across England, Wales and Scotland.

At Greene King we are passionate about delivering our purpose of ‘We 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 38,000 people across the group and operate three business areas including Managed Pubs, Pub Partners and Brewing & Brands.

• Managed Pubs: Our Managed Pubs bring together our best-known pub and restaurant brands nationwide, including Greene King pubs, Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill. We offer great service, quality and value for a wide range of eating and drinking occasions. Ventures includes Hickory’s, Premium (Crafted Pubs & Metropolitan Pub Company) and Hotels, which operate independently of Greene King’s managed pub brands.

• Pub Partners: Pub Partners runs our tenanted and leased pubs business and Hive and Nest franchise pubs. These options combine entrepreneurial independence with practical support, enabling partners to run successful local businesses within a market‑leading estate. We have c.1,000 leased, tenanted and franchise 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, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Hazy Day, brewed for the modern-day drinker.

For further information please contact Greene King Press Office via pressoffice@greeneking.co.uk.

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