New look is launched for Greene King brew

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AN ICONIC Bury St Edmunds building is to be made famous nationwide as brewer Greene King celebrates its local roots as part of a multi-million pound marketing campaign.

The outline image of St Edmundsbury Cathedral has been given a starring role as the company embarks on a major rebrand of its popular ale - Greene King IPA.

Appearing on newly-designed Greene King IPA cans and bottles, as well as on pub pump clip badges and in a national TV advert, the image is a proud nod to the fact that the company has been brewing handcrafted ales at its Westgate brewery in Bury, for more than 200 years.

Euan Venters, managing director Greene King brewing and brands, said: “We are immensely proud of our heritage and that we’ve brewed in Bury for over 200 years. This coupled with the fact that customers like to know where their ale comes from meant that depicting the cathedral was a popular choice when we were looking at ideas for the new design. We’re extremely happy with the results and hope that the people of Bury and Suffolk share our enthusiasm.”

The campaign will also see the launch of two new handcrafted ales, aimed at attracting new consumers and existing cask ale lovers.

Greene King IPA Gold is aimed at experimental younger drinkers looking for refreshment, while the Greene King IPA Reserve, a full bodied ale with a rich aroma is aimed at cask ale afficionados looking for an indulgent treat.

A third innovation will see the introduction of Greene King IPA Smooth which will offer drinkers another premium alternative.

The company has also invested in new branded, toughened, tankard-style glassware following research that showed two-thirds of drinkers prefer the tankard style and these will be available to all stockists.

Greene King IPA’s ‘Crafted for the Moment’ advert will run on multichannel TV, including Sky Sports, Sky News, Dave and Film 4, and will be launched during the first FA Cup Semi Final on April 14 and 15 on ITV1 and ESPN.