AN ICONIC Bury St Edmunds building is to become famous nationwide as 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.
It will appear on newly-designed Greene King IPA cans and bottles, as well as on pub pumps and in a national TV advert.
Euan Venters, managing director of Greene King brewing and brands, said: “We are immensely proud of our heritage and that we’ve brewed in Bury for over 200 years.”
The campaign will also see the launch of two new handcrafted ales – Greene King IPA Gold and IPA Reserve – which are aimed at attracting new consumers and existing cask ale lovers, and the introduction of Greene King IPA Smooth which will offer drinkers another premium alternative.
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