Greene King launches new beer to mark anniversary of football World Cup glory

Bury St Edmunds' Greene King is celebrating 50 years since England won the World Cup with a new beer called 'Bobby'.
Bury St Edmunds' Greene King is celebrating 50 years since England won the World Cup with a new beer called 'Bobby'.

Brewing giant Greene King has launched a beer called ‘Bobby’, named after former England captain Bobby Moore to mark 50 years since England won the 1966 World Cup.

And in a nod to the 4-2 score of the final, the beer has an ABV of 4.2 per cent.

Emily Prince, senior brand manager at the Bury St Edmund’s based Greene King, said: “Bobby Moore’s appeal goes beyond team affiliations and we believe ‘Bobby’ can be the definitive beer for football fans, whoever they support.”

The beer was developed jointly with creative agency Brandpool and the producers of the movie Bobby, launched this summer.

The film tells the story of the life of Bobby Moore through his family, friends and fans, including Pele, Sir Geoff Hurst, Harry Redknapp, Ray Davies, Ray Winstone and Russell Brand, mixed with previously unseen archive footage.

Greene King’s look-for pump clip and beer mats were inspired by the movie logo.

John McWilliams, joint creative director of Brandpool: “We’re thrilled to help create a beer honouring a genuine sporting hero.”