Ice Breaker Pale Ale, brewed by leading brewer Greene King, is going from strength to strength this year as it announces it has been awarded the highest star rating at the Great Taste Awards 2023.
From over 14,000 entries of those that entered the Great Taste 2023, Ice Breaker was selected as one of 1.8% products to be awarded a Great Taste 3-star for ‘extraordinarily tasty food and drink’.
The brewer’s craft beer Flint Eye, a 4.5% dry hopped lager, was also awarded 1-star with the judges enjoying the fruit and bitter hop balance in this light and refreshing, full bodied lager.
The Great Taste award is the world’s largest and most trusted food and drink accreditation scheme, putting food or drink to the test with a panel of over 500 experts from chefs, buyers, food writers and retailers. Product entries will then receive a 1-, 2- or 3-star accolade which are highly respected seals of approval for retailers and consumers.
Ice Breaker Pale Ale is a 4.5% ABV unfiltered pale ale and is bursting with juiciness and big citrus and tropical flavours. Launched in 2019, the beer was crafted by Greene King’s brewing apprentices and has been a success in both on and off trade.
The award coincides with the brand’s refresh of the look and feel of Ice Breaker. The Suffolk brewer has slightly tweaked the design of the anchor, which is fast becoming the iconic symbol for Ice Breaker, and given the brand’s tone of voice a shake-up to focus on the flavour of the beer. The brand refresh will see a change to the design on cans, bottles, and packaging launching in stockists in August, as well as on point of sale and keg fonts in venues.
The brewer will also be launching Ice Breaker Pale Ale in a 500ml single bottles offering a chance for consumers to trade up on their ale choice in the larger bottle category. The 500ml bottle will launch in August in ASDA stores across the UK.
Alex Radcliffe, Marketing Controller at Greene King said: “We are delighted to have received a three-star accolade with Great Taste for our pale ale, Ice Breaker. We truly believe that one sip says it all and it is a testament to our brewers and their skills in creating such a delicious and juicy beer.
“We are incredibly proud of Ice Breaker and how it has grown over the last four years, and we continue to innovate and develop the brand to ensure it aligns with current drink trends. As you can see, we still have lots to come for Ice Breaker this year so keep your eyes peeled.”
Ice Breaker Pale Ale is currently available in over 1,500 venues, including Greene King pubs, leased and tenanted and independent venues, as well as major supermarkets including Tesco, ASDA, Sainsbury’s, Morrisons, Waitrose and Ocado.
Flint Eye is available in over 900 on-trade venues as well as Tesco, Sainsbury’s, Waitrose and Majestic.
-ENDS-
Notes to editors
For further information, please contact pressoffice@greeneking.co.uk.
About Greene King’s Ice Breaker Pale Ale:
- In 2019 Greene King launched its first beer crafted by its brewing apprentices, Ice Breaker Pale Ale (4.5% ABV). The unfiltered pale ale is bursting with fruity hop flavour and emanates waves of guava and passion fruit which crash with big citrus flavours.
- The pale ale’s name was born from the freedom given to apprentices to break boundaries of brewing within Greene King and develop the beer of their choice.
- Ice Breaker Pale Ale is currently available in over 1,500 Greene King pubs and independent venues, as well as major supermarkets including Tesco, ASDA, Sainsburys, Morrisons, Waitrose and Ocado.
For further information, please contact pressoffice@greeneking.co.uk.
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