Greene King, the UK’s leading pub retailer and brewer, has partnered with national broadcaster Radio X to release a limited edition ale for the summer.
The new ale, Amplified, was officially unveiled yesterday (16 May) at the Salisbury pub in London by Radio X presenter Chris Moyles.
Amplified, which is a 4% pale ale with punchy citrus and grapefruit flavours, will be available in more than 700 pubs from Friday 26 May for the summer, and 20p from every pint sold will go to Global’s Make Some Noise charity.
Alongside the release of Amplified, Greene King will also be working with Radio X to host a music pub quiz broadcast nationwide live on Radio X.
To take part in the quiz and be in with a chance of winning £3,000 cash, quiz teams need to be in a participating Greene King pub on Thursday 27 July.
Greene King teamed up with Radio X to release the Amplified ale as part of the pub company’s Summer of Sound, a three month campaign to promote live music in pubs.
The campaign also includes a nationwide search for the UK’s next great musician. The Live at your Local competition will see contestants perform at their local to win a place at the live final to be held at the Indigo at the O2 London, and be in with a chance of walking away with £5k cash, their weight in beer and a recording studio session.
Sue Thomas-Taylor, Brand Director for Greene King Locals said: “With news of live music venues closing all over the country, we are launching Summer of Sound to demonstrate our commitment to ensuring the pub remains a hub for live music.
“From the Arctic Monkeys to Ed Sheeran, pubs have played an important part in launching some of the world’s biggest artists, and our Live at your Local competition will not only provide great entertainment to our guests, but also provide local talent with a chance to shine.
“The launch of Summer of Sound was a great success, and we were delighted that Radio X’s Chris Moyles was able to join us in unveiling the Amplified ale and officially pulling the first pint.”
For further information about Greene King’s ‘Live at Your Local’, simply visit: www.greeneking.co.uk/music.
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About Greene King
- Greene King was founded in 1799 and is headquartered in Bury St Edmunds, Suffolk. It currently employs 43,000 people across its main trading businesses; Pub Company, Pub Partners and Brewing & Brands.
- It operates 3,000 pubs, restaurants and hotels across England, Wales and Scotland, of which c. 1,800 are retail pubs, restaurants and hotels, and 1,200 are tenanted, leased and franchised pubs. Its leading retail brands include Hungry Horse, Farmhouse Inns, Chef & Brewer, Flaming Grill and the Greene King Local Pubs estate.
- Greene King also brews quality ale brands from its Bury St. Edmunds and Dunbar breweries, and is the UK’s leading cask ale brewer and premium ale brewer with brands such as Greene King IPA, Old Speckled Hen, Abbot Ale and Belhaven Best.