Greene King, the UK’s leading pub company and brewer, is excited to announce the launch of its 2024 calendar of cask beers following the success of last year’s first Fresh Cask Releases calendar.
As part of the brewer’s commitment to the future of cask, the Fresh Cask Releases calendar provides pubs with rotating styles and flavours. The calendar resulted in driving great success for cask in 2023, with an increase of 42% in volume of Greene King’s seasonal ales vs 2022*.
This year’s seasonal calendar includes 13 limited-edition beers available at key times of the year and kicks off with Fireside, the 4.5% ruby winter ale that will ward off the January chills. The winter ale offers a mellow fruity finish and grapefruit and lemon citrus characters. The addition of black malt also adds to the flavor, creating the perfect balance of warmth and refreshment.
Making a return for February is the much-loved, sport inspired, Scrumdown. The 4.1% fresh golden ale is a fragrant and easy drinking ale and a game changer for guests enjoying the live rugby in the pub. Pubs will be able to stock the beer throughout February and into March.
Insights show that the annual rugby tournament drives significant sales growth in the on trade for beer and in particular cask ale saw a 56% increase in value rate of sale vs the national average last year for the opening weekend games**. Having a bespoke cask beer that celebrates the competition can offer even further excitement and engagement for the category.
Each of the seasonal cask beers in the calendar, excluding Rocking Rudolph, will also be available in pins (36-pint units) following the launch of this format by Greene King last summer.
The launch of pins has also proven to have had a great impact on growing cask stockists, with overall stockists of the calendar up 20% vs the previous year*. Pins provides a great opportunity for pubs, that may not have that large footfall for ale they once did, a chance to still offer rotating styles and regrow interest for the category.
The Fresh Cask Releases calendar also includes returning seasonal favorites, such as Spring Break and Hopping Special, as well as new collaborations and new creations to celebrate the special moments of 2024.
Jack Palmer, Head Brewer at Greene King Brewery, said: “At Greene King, our heritage is embedded in the craft of cask beer, and we continue to celebrate and take pride in the beer and drive its uniqueness. We’re really excited to launch the new seasonal calendar for cask this year, with our carefully created selection of styles and flavours that have been allocated to suit the time of year, pubs can be confident that it’s something their guests will enjoy.
“It’s always great to kick off the year with Fireside, as it’s a delicious beer to enjoy as the colder weather continues. Then in February we get to celebrate a great sporting event with Scrumdown, the perfect pint to enjoy during the games.
“If you are looking to provide your guests with exciting cask beers, and the chance to offer something new and different, then it’s definitely worth getting in touch and taking a look at the cask styles we will have on offer in 2024.”
To order from the Cask Fresh Releases Calendar contact your Greene King sales representative or call 0345 600 1799.
*Data provided from Greene King Sales Data for 2023
**Source CGA Key events uplift analysis 2023
ENDS
For more information please contact hollysmith@greeneking.co.uk.
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 are located where people and communities come together; pubs enjoyed in cities, towns and villages throughout the country
- Destination Brands is a mixture of food and drink-led brands including Hungry Horse, Farmhouse Inns, Chef & Brewer, Flaming Grill and Wacky Warehouse
- 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.
For more information please contact hollysmith@greeneking.co.uk.
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