With the domestic cricket season and international cricketing underway, Bury St Edmunds brewer Greene King and cricket’s most passionate supporters’ club, England’s Barmy Army, have teamed up to launch a new partnership and a new beer.
The agreement with the fans’ organisation will see Greene King IPA and the Barmy Army working together to help cricket fans make the most of the 2017 season highlights, which include the ICC Champions Trophy, the ICC Women’s World Cup and two separate series against the West Indies and South Africa.
The collaboration starts with a limited-edition golden beer, Barmy Army IPA, which will be available in pubs until the end of September.
The 3.7 per cent golden ale, in cask and 500ml bottles, is said to deliver ‘tropical, citrus and spicy notes’ and was created with the help of the Barmy Army team who visited the Westgate Brewery to develop the recipe with Greene King brewers.
George Johnston, Greene King brewing and brands marketing director, said: “Our investment in cricket is well known, from Greene King IPA being the official beer of England Cricket to our support of community clubs raising funds for new facilities and kits.
“With our shared passion for the sport, we can think of no better partner for the season than the Barmy Army and we are delighted to work them to bring fans together over great beer and a great atmosphere during an exciting summer of cricket.”
Paul Burnham, co-founder of the Barmy Army, said: “Greene King is a strong supporter of England cricket, and they make great beer – they are the perfect partner for us.”