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The new offerings celebrate Britain’s wild flavours and eccentric past but are very much designed for the modern drinker. Targeting craft drinkers who enjoy flavour discovery with quality they can trust, the new range is designed to be enjoyed primarily by customers in relaxed premium drinking outlets, such as craft focussed bars, gastro pubs and quality sports clubs. The two craft beers, launched in July last year, are a vibrant homage to Greene King’s 200 years of brewing heritage and the historical myths and legends of Bury St Edmunds, the home of the Greene King brewery, and are designed for the modern-day drinker.
The beer has an aroma of tropical fruit, spicy hops, a touch of vanilla and honeyed malt. There’s a big punch of fruit – melon and pink grapefruit – on the palate with honeyed malt and a touch of spice. The finish is hoppy and bitter but well balanced by fruit and malt and is pleasantly refreshing. Lianne says: “It is great to see Spring Break appearing as one of the seasonal limited-edition cask beers we offer. As an apprentice the best part is getting to play with styles and flavours to create something new, and while it’s fun, it’s also important for my career development. Greene King’s second new IPA offering is the limited edition 5.4% Western Zeph West Coast IPA. This cutting-edge IPA is brewed using brand-new Harlequin and Godiva hops, as well as CF184, a hop so new it doesn’t have a name yet.
LEVEL HEAD SESSION IPA
Greene King’s dry hopped lager, Flint Eye, combines peach aromas and taste with subtle pine notes, creating a crisp and refreshing beer that has a delicate balance of flavours. Flint Eye secured all bronze medals for taste, design and value at the awards. The Bartenders’ Brand Awards are a blind tasting, design and value-tested competition for spirits, wines, beers and drinks products in the bar industry. Flint Eye, Level Head and Ice Breaker have all been awarded medals for the taste, design and value of the beers. Will Hemmings, Brewing & Brands marketing director, said: “Our new range of premium craft beers is inspired by Greene King’s 200-year heritage; but the recipes and tales have been reimagined for the modern craft consumer of today. Using re-imagined recipes that draw on its 200 years of brewing expertise, Greene King has created a new dry hopped lager, a session IPA, a west coast IPA, and an oatmeal stout, which have all been inspired by myths and legends from Bury St Edmunds, where they have been brewing for centuries. Greene King brewing and brands marketing director Will Hemmings said: “Our new range of premium craft beers is inspired by Greene King’s 200-year heritage; but the recipes and tales have been reimagined for the modern craft consumer of today.”
Ice Breaker Pale Ale is currently available in over 2,000 Greene King pubs and also independent venues, as well as major supermarkets including Tesco, ASDA, Sainsburys, Morrisons, Waitrose and Ocado. On the nose, this deep, bitter, and intense oatmeal stout has an aroma of roasted chocolate and coffee, with hints of caramel and treacle. Combining orange peel and citrus aromas with subtle pine notes, this lager is created with yeast that is fermented at a colder temperature for a longer time, resulting in a crisp and refreshing beer that has a delicate balance of flavours. Greene King has been awarded its first medals for its recently launched craft beers, Flint Eye and Level Head, and also Ice Breaker Pale Ale at the Bartenders’ Brand Awards this year.An e-coupon for a free pint of either Flint Eye or Level Head will be issued, for Brits to enjoy with their legend between Friday 13th and Sunday 15th October. According to the data, Brits are dedicated to their best mates, with 63% describing them as a ‘legend’, and nearly a third (28%) saying they would happily lie for a friend. Trust is also the number one quality people look for with 41% of respondents voted it as the most important attribute in a best bud, followed by a good sense of humour (15%). The pale ale’s name was born from the freedom given to apprentices to break boundaries of brewing within Greene King and develop the beer of their choice.
Greene King Brewing and Brands will be launching its new craft beers Flint Eye and Level Head, into Tesco and Sainsbury’s this month, following a successful launch in Waitrose and Morrisons.Level Head is a session IPA that is light in body, but slightly dry with a medium bitterness and pithy aftertaste and has an aroma sitting somewhere between tropical and grapefruit notes. The Session IPA secured silver medals for taste and value at the awards, with a bronze medal for design. Brewer and Pub chain Greene King has announced the addition of four new premium beers to their portfolio, as the brand look to expand into the craft beer market for 2022. The two new craft beers, designed for a modern-day drinker, are a homage to Greene King’s 200 years of brewing heritage and the historical myths and legends of Bury St Edmunds, the home of the Greene King brewery.
The awards land just ahead of the first anniversary of the launch of the brewer’s craft beers, Level Head, a session IPA (4% ABV), and Flint Eye, a dry hopped lager (4.5% ABV), which were launched in July last year. Unlike other West Coast IPAs, Western Zeph is 100% British and brewed with English malts and hops, to create a bold, flavourful, punchy beer of medium-high body which is high in bitterness but has an underlying sweetness. Level Head, the new 4% session IPA which is Greene King’s other core beer, is a perfectly executed hoppy IPA which has an aroma sitting somewhere between tropical and grapefruit notes.
SHOP BEERY GIFTS
Flint Eye and Level Head are currently available in a number of Greene King pubs, which can be found here: https://www.greeneking-pubs.co.uk/premium-pint-finder/, and independent venues. The premium beers will be available in several major supermarket chains across the UK, in early 2023, including Tesco, Morrisons and Waitrose. Ice Breaker Pale Ale is currently available in over 1,500 Greene King pubs and independent venues, as well as major supermarkets including Tesco, ASDA, Sainsburys, Morrisons, Waitrose and Ocado. Based on the myths and legends of Bury St Edmunds, Flint Eye & Level Head are from pub company and brewer Greene King’s premium craft range of beers. Greene King’s dry hopped lager, Flint Eye combines peach aromas and taste with subtle pine notes, creating a crisp and refreshing beer that has a delicate balance of flavours. Flint Eye secured all bronze medals for taste, design and value at the awards. Greene King has launched four new beers that reflect the brewery’s 200 year-old history along with the far older history of its home town, Bury St Edmunds.
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