Greene King unveils football-fuelled seasonal beers
Greene King has launched its seasonal summer cask range alongside a programme of football-themed activations designed to support free trade customers through a busy summer of sport.
The latest seasonal line-up has been developed for the summer months, focusing on flavour forward, sessionable beers aimed at driving choice and flexibility at the bar throughout the warmer months.
Returning for May and June is Hopping Special, a 4.2% ABV amber ale brewed with five malts and late and dry hopping. The beer delivers soft tropical fruit and citrus notes and is a returning seasonal favourite as the weather starts to get warmer.
Running from May through to the end of August, Greene King Brewery will also offer a 4% ABV summer golden ale. Brewed for easy drinking, it features citrus and tropical fruit characters and is designed for summer sessions. Independent venues will receive the beer with three interchangeable pump clip designs to tailor presentation to their audience and calendar:
- 4-4-Brew – a football-themed design pump clip aligned to the big summer tournament
- On The Bounce – a pump clip inspired by the annual tennis championships and the wider sporting calendar
- Brightside – a pump clip designed with hot weather and gardens in mind.
Alongside the seasonal range, Greene King Brewery will roll out a series of football and matchday-focused activations for free trade customers, including decorations, fixture posters, branded point of sale and football-themed merchandise aimed at driving footfall and engagement.
Amina Ali, Brand Manager at Greene King Brewery, said: “Summer is a key trading period, and this year we’ve brought together a range of refreshing seasonal cask beers with activity built around major sporting moments, which offer a great opportunity to drive footfall. From returning favourites like Hopping Special to easy-drinking summer ales, everything has been designed to help build atmosphere, drive engagement and give guests more reasons to visit and enjoy a pint throughout the summer.”
The seasonal cask beers are available in firkins and pins (36‑pint units.
