Greene King Magazine Winter Edition 2022

Welcome to your Festive brochure!

A very warm welcome to your new-look Greene King magazine which we hope you find useful, informative and helpful. The new look and new format have been inspired by feedback from our fantastic customers who told us that they wanted more news, views, advice, support and inspiration to help them maintain and grow their businesses in very challenging times.

From January we will be producing the new magazine every two months which will mean you’ll enjoy more promotions and more insight, more frequently. We fully appreciate how hard the last few years have been and we are committed to supporting you in every way we can.

Among the most important ways we can support you and help you achieve your aims is through our financial support packages. We understand the cost pressures you are facing but we can help. Whether you have identified a fantastic opportunity that you could leverage with the right investment over the next few months or whether you simply need some short-term financial support to help you through the difficult first few months of 2023, we can help. Your Sales Development Manager will be able to quickly explain the options that are available.

Similarly, our Money Maker programme could help you save up to £5,000 a year on your operating costs. We have already helped many of our customers save thousands of pounds and we could help you. Again, speak to your Sales Development Manager for more information.

In this issue you can read all about our exciting

new range of seasonal beers which always set the tills ringing in the autumn and winter months. In particular, the nation’s most popular Christmas beer Rocking Rudolph returns, this time with a special football twist.

Throughout the magazine you’ll find news and information, as well as a host of fantastic promotions, on your favourite beers, ciders, spirits, wines and soft drinks which will really help you maximise footfall, sales and profits this festive period.

We take a look at the fast-growing low and no alcohol market and suggest ways you can cash in on this important trend and we celebrate the amazing role our customers played in helping us raise an astonishing £12m for Macmillan Cancer Care in our first 10 years of supporting the charity.

Remember – this is your magazine so please do get in touch with any news or thoughts you have that would like to see featured in future issues. You can contact us by emailing magazine@greeneking.co.uk

I wish you all fantastic trading over the next few months – and the best of luck to all the teams taking part in the forthcoming World Cup. Let’s hope it drives big sales growth in the trade.

Paul Downing On Trade Sales Director, Greene King

With both the festive season and the World Cup on the horizon, there’s plenty to get excited about over the next few months.

Government to cap energy bills for six months

Government unveils plans to support businesses by capping energy bills for six months in a move welcomed by industry leaders.

The UK government is to cap energy bills for businesses for six months from 1 October, while reviewing where subsequent government assistance should be targeted.

The announcement was made as part of the government’s multi-billion-pound plan to limit energy bills and support businesses and households to manage higher energy costs.

The plan will see energy bills capped at £2,500 a year for households, but the Prime Minister has promised “equivalent support” for six months for businesses.

Other than the six-month cap, no other details have been yet revealed for

The two reviews announced by the government include one focusing on energy regulations to x ‘underlying problems’ and a second review to ensure net zero is delivered by 2050 in a way that is ‘pro-business and pro-growth’.

“By committing to an energy price cap for businesses today the PM has shown she understands just how critical the energy crisis has become for our breweries and pubs, and just how important pubs and brewers are to their communities,” Emma McClarkin, Chief Executive of the British

SAVE UP TO £6,000 AS YOU SLEEP!

Non-pro t organisation Zero Carbon Forum (ZCF) has rolled out a suite of free training materials for businesses to help them cut their energy costs. The move is part of ZCF’s Save While You Sleep initiative which aims to help operators reduce power usage overnight to cut both costs and carbon.

The organisation says operators can save up to £6,000 a year by following the advice. The resources available include collateral for operators to freely

access, download and share with their teams, including posters and energy checklists.

The group is also o ering free half-hour sessions with members of their team who can talk through speci c energysaving steps businesses can take.

The resources are free to download from: savewhileyousleep.world

Beer and Pub Association said. “Whilst we still need detail on the level of the cap, this intervention will hopefully help thousands of business owners to breathe a little easier over energy bills in the coming winter months.”

She added: “This announcement will avert the immediate threat of the energy crisis for businesses, but we need clarity and assurance for the long-term so our brewers and pubs can plan e ectively and thrive at their heart of their communities long into the future. The cost of doing business is still a very real threat for many but we are encouraged by the direction this Government is going in. Now we need to hear more on business rates, VAT and keeping beer duty low.”

BUSINESS IMPACT SURVEY

The Scottish Licensed Trade Association (SLTA) has invited all licensees in the country to take part in its Business Impact Survey on the challenges operators are currently facing.

The SLTA hopes the responses will provide key information which can then be used to push for immediate government action and support for the trade.

Operators can take part in the survey by visiting: theslta.co.uk

businesses. Chancellor of the Exchequer Kwasi Kwarteng will set out the expected costs of the energy package later this month in a scal event.

89% of consumers pay by card in a pub

TRUSS URGED TO ‘ACT QUICKLY’

The balance of payment methods has tipped decisively from cash to cards in hospitality, according to recent research. Nearly nine in 10 consumers (89%) use cards or contactless payment every or most times they visit a pub, car or restaurant, the latest Go Technology report by CGA has found. By contrast, just over a quarter (28%) still frequently use cash, with the number of using contactless cards being more than twice as high (67%).

With more and more customers shifting towards card and contactless payment, Greene King can help you save money on payment systems through its Money Maker initiative which can help you make a range of operational cost savings. Additionally, if you would like to invest in new technology to streamline your business, save cost and grow sales, Greene King o ers tailored nancial support packages to help you bring your vision to life. See page 38 for more information.

Card usage varies from sector to sector, with 23% of consumers frequently paying by cash in formal dining restaurants, 31% still doing so in pubs, and nearly as many (29%) in bars. Contactless payments are lowest of all in nightclubs, where just half of consumers use them, with the younger demographic preferring Apple or Google Pay (37%), wearables (23%) and payment apps (28%) instead.

Karl Chessell, CGA Director – Hospitality Operators and Food, EMEA, added: “It’s clear from this research that while cash remains an important part of people’s lives, it is steadily being replaced by card and device-led payments. Payment is a crucial stage of anyone’s journey through a restaurant, pub or bar. Guests who nd it quick and easy will leave with good impressions, but those who nd it frustrating might never come back.”

Action required to secure CO2 supplies

The British Beer and Pub Association (BBPA) has called on the Government to step in after a major supplier of CO2 to the industry announced a temporary closure.

CF Industries, the UK’s last fertiliser plant, said it would halt production after energy costs made production “uneconomical” at its plant near Middlesbrough. CO2 is a by-

product of the company’s activities.

The government said it was examining options to secure UK CO2 production.

“A guaranteed supply is essential for operations across pub and brewing businesses and this announcement comes at a time when they are already facing

New prime Minister Liz Truss has been urged to ‘act quickly’ on behalf of the UK hospitality industry. Having already implemented a cap on business energy pricing, Truss is being asked to tackle VAT, business rates, environmental levies and more to help secure the future of a vital industry sector.

Kate Nicholls, CEO of UKHospitality, said: “The new government must act quickly and decisively. With the right package of support – including a reduction in the headline rate of VAT for the sector to 12.5%, a business rates holiday, the deferral of all environmental levies, the reinstatement of an HMRC Time to Pay scheme and the reintroduction of a trade credit insurance scheme for energy – the sector will be well placed to aid growth through generating jobs and local investment.”

extreme cost rises that are threatening businesses and people’s livelihoods across the country,” said BBPA Chief Executive Emma McClarkin. “We urge the Government to urgently convene stakeholders to ensure there is a reliable supply of CO2 to our industry and others that depend on it.”

research from

has found that nearly

in

consumers use cards and contactless when they visit a pub and

never pay with cash any more.

Brits‘flockedback’ to pubs in August

Barclaycard data for August shows that consumers began floodingback to pubsasstaycationshelpdrivefootfall to hospitality.

Pubs, clubs, restaurants and other hospitality venues enjoyed a very positive month in August with customers “ ocking back”, according to the latest monthly Barclaycard spend report.

Data from the company, which sees nearly half of the nation’s credit and debit card transactions, reveals that spending in restaurants and bars rose by 6% year-on-year while pubs and clubs saw spend rise by 8.4%.

The report concludes that hospitality bene ted from the warm weather and summer holidays as many Brits ocked to pubs and set o on staycations. The domestic travel sector performed strongly with summer staycations boosting hotels, resorts and accommodation by 4.1% month-on-month. Unsurprisingly, international travel has been more heavily impacted by rising costs with spend at travel agents and airlines declining by 5% and 2.6% respectively.

The energy crisis remained a huge concern however, with average spending on domestic

utility bills up a staggering 45.2%.

José Carvalho, Head of Consumer Products at Barclaycard, said: “The cost-of-living is clearly leading Brits to cut-back on some non-essential purchases yet, despite these in ationary pressures, consumers have still been keen to enjoy the summer weather by eating and drinking out and going on staycations with friends and family.”

ON TRADE DRINKS SALES ‘UP 4%’

The British drinks trade continues to recover after Covid with average sales by value in pubs, bars and restaurants up 4% in the week to 6th August, compared to pre-Covid 2019 levels, according to the latest CGA by NielsenIQ’s Drinks Recovery Tracker.

The Tracker also found that on-trade drinks sales saw the best average value growth in August since the Platinum Jubilee weekend in June this year.

Good weather combined with major sporting events are thought to be responsible for the growth in sales.

Pavement licences to become permanent

Pavement licences, bought in as a temporary measure to help the hospitality industry during Covid, have been extended until Spring 2023 before being made permanent.

The licence makes it easier, cheaper and quicker for businesses to serve food and drink outdoors, an initiative roundly welcomed by the public, restaurant owners and pub landlords.

The extension means that businesses can keep operating before

the permanent changes become law.

Secretary of State for Levelling Up, Housing and Communities, Greg Clark said: “We want to see bustling town centres across the country, and that’s why the changes we made to licensing rules will become permanent. Making al fresco dining a permanent xture on our high streets is part of our plan to level up communities and create vibrant places where people want to live and work.”

SCORE WITH seasonal beers!

With both Christmas and the FIFA World Cup on the horizon, it’s a great opportunity to give your beer off er a refresh by bringing on some subs from our fantastic seasonal range.

It may have been a challenging year for many of your customers, but the approach of the festive period is always a great opportunity to throw off the cares of the year and kick back with friends and family. This year there’s also the added bonus of the FIFA World Cup in Qatar to drive extra footfall and spend as thirsty fans visit their local to cheer on their team.

And what better way to do all of that than with some fantastic, affordable little luxuries in the form of our latest range of seasonal beers?

This carefully curated range runs alongside our permanent ale range and offers even more choice for the autumn and winter months with some top-quality brown, ruby, amber and golden ales, perfect for those darker evenings and falling temperatures as well as for those nights of high tension at the FIFA World Cup.

CHRISTMAS CRACKER

One beer on the seasonal list that’s a must-stock for maximising festive footfall

Rocking Rudolph

CELEBRATE CHRISTMAS WITH THE UK’S BEST-SELLING CHRISTMAS

We have the perfect beer to maximise your sales at this key time of year. Rocking Rudolph continues to be the best-selling Christmas ale year on year. This is a full-bodied beer with fruity esters and a malted toffee taste. Furthermore, you can spread the goodwill cheer with every pint sold. 5p from every pint sold is donated to Macmillan. Speak to your sales development manager to receive your Macmillan pump clip topper.

5p from every pint sold is donated to Macmillan Cancer Support.

Bonkers Conkers

Style: Brown ale

Colour: Brown ABV: 4.1%

THIS DELICIOUS AUTUMNAL ALE IS SURE TO BE A BIG HIT!

A complex autumnal beer, full of fruit aromas and taste set against biscuity malt which adds body and warmth. Fragrant notes of blackcurrant, lemon citrus and orange peel make this brown ale perfect to enjoy as the nights draw in.

High Five

Style: Ruby Ale

Colour: Ruby ABV: 5.5%

Brewers Wildcard beers are where our brewers get free rein. Taking into consideration new trends, the freshest ingredients and what they love to brew, these beers are the most innovative ideas from our talented brewing team.

Our second Brewers Wildcard is a beautifully deep ruby coloured ale. We’ve used five different grains in this delicious brew, and the result: plum and spiced notes with a medium body and medium bitterness.

Harvest Moon

Style: Ruby Ale Colour: DeepRuby ABV: 4.3%

Future Brewers – working with students on the National Brewing Apprenticeship Programme. Named after the full moon closest to the autumn equinox that helped farmers harvest barley for longer. Light in body with toffee and caramel characters.

is Rocking Rudolph, the UK’s biggest-selling Christmas ale. This full-bodied rich amber ale is a Christmas cracker with a delicious malted toffee taste that enjoys very high levels of awareness, not least because of the flashing pump clip that makes it unmissable on the bar!

There’s even a football-themed pump clip available that features Rudolph in a football strip to add a little humour and fun into FIFA World Cup match days.

WINTER WARMERS

As you might expect, the seasonal range also offers some classic

style winter warmers including Bonkers Conkers – a complex autumnal brown ale full of fruit aromas and biscuity malt – and Fireside, a full-bodied ruby winter ale that is perfect for sipping by the fire.

Then there are a couple of really special limited-edition brews that are available for just one month each.

In November, St Edmunds golden ale will return by popular demand, brewed to celebrate our home town and in particular, to commemorate St Edmunds day. This is an easy drinking ale but with plenty of flavour, ideal for a whole range of occasions, including sitting watching the football and cheering your team on.

St Edmunds

Style: Golden Ale

Colour: Golden ABV: 4.2%

A GOLDEN BEER IN CELEBRATION OF OUR PATRON SAINT

Back by popular demand, St Edmunds golden beer is brewed to celebrate our home town and in particular, to commemorate St Edmunds day. The Cascade hop delivers delicious pink grapefruit notes and First Gold in the boiling copper gives a refreshing bitterness. Easy drinking but with plenty of flavour.

Fireside

Style: Winter Ale Colour: Ruby ABV: 4.5%

THE PERFECT WINTER WARMER

Back by popular demand is Fireside, a full-bodied ruby winter ale with a mellow fruity finish. Enjoy masses of grapefruit and lemon citrus characters. Black malt also adds a nice level of dryness and refreshment.

Abbot Reserve

Style: Premium Ale

Colour: Rich Amber

ABV: 6.5%

BREWED FOR LONGER, A BEER TO BE SAVOURED

We have a real treat for ale connoisseurs this December. For one month only Abbot Reserve will be available in limited quantities on cask. This super premium ale is distinctive, full bodied, smooth and mature, bursting with fruit cake and toffee flavours. Perfect for those drinkers who are looking for something special to savour this winter.

Another outstanding beer to bring off the bench in time for the football frenzy is Abbot Reserve, a real treat for ale connoisseurs this December. For one month only, this super-premium ale will be available in limited quantities on cask and makes for a perfect pint while watching the football. Distinctive, full bodied, smooth and mature, this 6.5% ABV beer is just bursting with fruit cake and toffee flavours.

GO WILD

To complete the seasonal range, there are another two very special beers. High Five is a beautifully deep ruby ale made with five different grains. High Five is one of our renowned Brewers

Wildcard beers where our brewers are given free rein to unleash their creativity, experience and skill to create truly unique beers. This one is a cracker!

Last but not least, we have Harvest Moon, the result of a unique collaboration with students on the National Brewing Apprenticeship Programme. Named after the full moon closest to the autumn equinox, Harvest Moon is light in body with lovely toffee and caramel characters and medium bitterness.

The seasonal beers range offers you outstanding opportunities to drive fresh growth and keep your customers coming back time and again.

Kick-off nears for epic Christmas

Tues, 29th Nov 7pm

The FIFA World Cup is set to add even more sparkle to this year’s already exciting Christmas opportunity.

GET READY FOR THE BIG ONE!

The FIFA World Cup Final may be considered as the biggest single football match on the planet, but for many of your customers, the biggest match of all will be the home nations clash between England and Wales.

The mouth-watering clash is set to bring the two nations in what could be a massively important game for both teams as the match will the final one for both teams in the early stages of the tournament.

The result could decide who progresses to the next stage and who heads home from Qatar.

With so much at stake, the game is highly likely to drive huge footfall to local pubs and clubs, so make sure you are ready to take full advantage.

We all know how hard the last few years have been on the trade, so it makes a welcome change to have the prospect of a few months of outstanding opportunity ahead of us. Christmas is always a great trading period, but a little extra spice will be added to the festive period this year by the FIFA World Cup with the first match due to kick-off in Qatar on November 20th.

Clearly, most interest will be generated by the matches involving the home nations who have made it to the finals – England and Wales – but most matches are likely to generate footfall and sales. Likely to be particularly popular are the important ones like the first match, the semi-finals and, of course, the final itself on December 18th.

And let’s not forget the home nations clash on November 29th when Wales take on England!

And who knows, if England or Wales manage to go all the way to the final, it could be a day to remember for the trade as every pub, club or restaurant with a TV is sure to be packed to the rafters.

Even if the home nations don’t make the latter stages, however, there is still bound to be huge excitement around the competition and that’s certain to translate into busy venues and a spike in sales throughout the entire month of the global festival of football.

And all of that is before we even start thinking about traditional Christmas celebrations that are likely to see people heading out and enjoying the first ‘normal’ festive period in three years.

The stage is set – now all that you need to do is get your plans in place to squeeze every penny of profit out of this unique opportunity.

TREND TRACKER

While it seems probable that the trade is set to enjoy a bumper winter, it still makes sense to make sure that you are offering your customers exactly what they will be looking for, which means keeping an eye on the latest trends. To help you do that, we’ve looked at some of the trends that are likely to be driving sales this festive period.

GET ROCKING WITH RUDOLPH

With Christmas in the air and a football frenzy sweeping the nation, there’s no easier and more profitable way to add some sparkle to your bar than by stocking Rocking Rudolph, the biggest-selling Christmas ale for the last six years!

Rocking Rudolph features an eye-catching and attention-grabbing flashing pump clip and is even available in football-themed version.

BEER

Let’s face it, beer has never gone out of fashion and it’s likely to be as popular as ever this Christmas as football fans flock to their local to take in the spectacle of the FIFA World Cup.

Stocking a great range of beers that helps you appeal to the widest range of drinkers and, in particular, to your own customer bases is obviously key here.

Greene King offers a fantastic range of products such as Greene King IPA, Abbott Ale and Old Speckled Hen that will appeal to the committed beer drinkers among your customers and those in search of deep, full flavours.

To appeal to craft beer drinkers, however, It’s also worth considering Greene King’s two latest launches: Flint Eye and Level Head. These two beers represent Greene King’s latest foray into the craft beer arena and could help attract a different demographic to your door for both Christmas festivities and the football. See page 42 for more information.

Meanwhile, lager continues to perform well with world and premium lagers in particular being among the top performers.

GIN

It would be impossible to run a trend report without mentioning gin. It’s been the star of the spirits show for years now but it looks set to dominate once again this Christmas.

The gin market has evolved during this period of dominance with, most recently, flavoured gins losing some ground to more traditional London Dry-style gins – but there’s no question that a good range of top-quality gins is a must this Christmas.

Try mixing up your range with big brand value gins, locally sourced gins if you can find them, some flavoured gin options and some premium and ultra-premium options for the more discerning among your customers. Read more about our gin range on page 51.

KEY MATCHES

WORLD CUP OPENER

SUNDAY 20TH NOV

HOME NATIONS MATCHES

21ST NOV

25TH

TUESDAY, 29TH NOV

QUARTER FINALS

DECEMBER

LOW & NO

Low and no alcohol alternatives are no longer niche lines. The category is rapidly becoming mainstream with more and more drinkers choosing low and no alcohol products more and more often.

A sure sign that the category is performing well is the fact that the majority of major beer, cider, spirits and wine producers have now launched low or no alcohol variants. Everyone from Heineken, Peroni and Smirnoff to Thatchers, Old Mout and Freixenet has launched a low or no alcohol variant or two.

The trend towards moderation is particularly notable among younger consumers. According to a recent survey by low-ABV producer Lucky Saint, 65% of Gen-Z drinkers ‘want to moderate’ their alcohol consumption on a night out while 37% of all UK adults drink alcohol-free products on a night out at least once a week. Read more about our low and no olcohol range on page 54.

SEMI-FINALS

THIRD PLACE PLAY OFF

FINAL

COCKTAILS

One of the biggest trends of all during and after lockdown was cocktails. The CGA Mixed Drinks Report for the first quarter of 2022 found that On Premise cocktail sales were worth £664m in the first quarter of 2022—an impressive 8% increase on the first quarter of 2020.

Cocktails continue to be a major driver of spirits sales, and of categories like rum and tequila in particular.

CGA highlights spritz serves and draught cocktails as being among the key growth drivers in the category, where value is important.

Other CGA data highlights that cocktail drinkers visit On Trade premises 25% more than non-cocktail drinkers and they spend more per visit: £14.76 compared to the £13.69 average.

Some 23% of consumers now drink cocktails out of home, up 2% on 2019 figures, which equates to 11 million consumers.

CHAMPAGNE MOMENT

Wine as a category has had a mixed time in recent years but one area where the latest data suggests there is plenty of scope for growth, and plenty of momentum, is in sparkling wine and, in particular, in Champagne.

Prosecco and Cava have long been holding their own and driving sales and profits, but the latest trends see major growth for the traditional king of fizz.

Interestingly, there is some serious growth occurring in rosé Champagne, albeit from a small base. It probably makes sense to make sure that you have some options for Champagne customers this Christmas and to order in a case or two of rosé Champagne too.

GO LARGE

CASH IN ON FESTIVE DEALS

To help you really step it up this festive period, we have some fantastic promotions available over the next few months to help you easily add some fun and excitement.

Here are just a few examples:

Aspall Deal: Buy 2 Aspall Draught 11kg kegs and get a free Aspall Winter Kit including 100 Aspall Mulled Cyder Infusion Bags, 6 Aspall Mulled Glasses and an Aspall Candle.

Heineken Deal: Buy any 4 cases of Heineken 5%, Heineken Silver or Heineken 0.0% and get a free Heineken Silver POS kit including 400 coasters, two ice buckets, 20 table talkers, three trays and two back bar displays.

Ice Breaker Deal: Buy three 30l kegs and get 12 Ice Breaker 4-pint pitchers and two mini chalkboards for free.

Jack Daniel’s Deal: Buy 4 70cl bottles or w 1.5l bottles of Jack Daniel’s and get a free Jack Daniel’s Chalkboard and two Jack Daniel’s t-shirts.

There are plenty of clear trends to follow over the coming few months and with a little luck the festive period, turbocharged by the FIFA World Cup, will deliver outstanding trading and help round off another challenging year in style.

Pitching in with every pint!

Greene King IPA’s innovative Proud To Pitch

In fundraising initiative has already helped 54 grassroots sports clubs so far and aims to hand out more than £1m in grants by the end of next year.

In villages, towns and cities around the country, grassroots sports teams and their facilities are the at heart of local communities – and Greene King has stepped in to support them with a continued funding initiative.

The Greene King IPA Proud to Pitch In scheme sees 10p from every pint of Greene King IPA sold* go into a central fund. Grassroots sporting organisations are then able to apply for grants of up to £3,000, an amount identified as “game-changing” for many grassroots clubs. Larger funding may be given out to exceptional causes to help further promote the activity.

Greene King is funding the 10p so there is no impact on operators’ revenues and Proud To Pitch In also offers another fantastic reason to stock the hugely popular Greene King IPA.

The scheme aims to help as many local teams as possible, from football, rugby

and cricket to roller hockey or netball. So far, the initiative has given out 78 grants with a total value of £182,034, supporting 8,000 beneficiaries to date and funding 54 grassroots projects.

Greene King aims to give away £1m to clubs before the end of 2023.

TRADE BENEFITS

With Greene King funding the project, it’s easy for operators to get involved. All they have to do is stock Greene King IPA in their venue and discuss signing up to support the Proud To Pitch In initiative with their Sales Development Manager.

Greene King IPA Proud To Pitch In also offers operators the opportunity to further enhance their engagement with the local community and potentially help grassroots sports clubs in their local area.

Simply by highlighting your participation

HOW DOES PROUD TO PITCH IN WORK?

Greene King donates 10p from every pint of Greene King IPA sold to the grassroots sports fund*.

Fully funded by Greene King – with no impact on operators’ revenues. Grants of up to £3,000 are available through the scheme.

A goal to hand out over £1m by 2023.

Ambassadors for the programme include sports stars James Haskell and Robbie Savage.

in the initiative in your venue and on your social media pages, you can help drive community engagement, secure positive PR and encourage increased footfall from customers keen to play their part by buying a pint or two of Greene King IPA.

Sharing the Greene King IPA Proud To Pitch In initiative will be critical to maximising the benefit to local clubs. A range of professional quality POS material has been produced to help you do this and is available by speaking to your Sales Development Manager.

MARKETING SUPPORT

The scheme is being heavily supported with a through-the-line national media campaign and has also been backed by

official ambassadors including England rugby legend James Haskell and football star Robbie Savage. It’s also received support from former England Lioness star Rachel Yankey, who has been urging sports teams to apply for funding.

“Seeing the women bring football home this summer was nothing short of incredible,” she said. “This was a historic win that will inspire so many women right across the UK and that’s why it’s so important that we continue this momentum to ensure sport is accessible at grassroots level.

“Not having access to funds was a common theme for me when I started out, but Greene King IPA Proud To Pitch In scheme really helps combat that. Whatever >>>

BROKEN SPOKE

“The support from Greene King has meant that we have been able to train up four women and LGBTQI+ identifying mechanics. Women and LGBTQIA+ folk are very under-represented in cycling and also in mechanics. The impact the financial support has had has been extremely positive for our club. As a non-profit club we have relied of goodwill and donations of equipment, but we would never have been able to level up our club with a new ring without the support of Greene King! Thank you all for your support!”

THE STORY SO FAR:

Launched in 2021.

Over £180,000 already handed out.

8,000 beneficiaries.

54 grassroots clubs supported.

Open to all sporting clubs with participants aged 18 and over.

sport you play, funding is available. Whetherit’s for new equipment, jerseys or to refurbish the club house – the Greene King IPA Proud To Pitch In grants can make a huge difference.

“Now is the time for real change, let’s ensure as a nation we can keep playing and enjoying sport in our communities.”

FUNDING ROUNDS

Greene King is currently in the process of selecting projects that will be awarded funding in Round 6, while also receiving nominations for Round 7. With the help of a supporting agency, Greene King is assessing all applications to draw up the list of successful clubs.

If you have a local sports club that you think could benefit from a Proud To Pitch In grant, why not visit greeneking-pubs. co.uk/proud-to-pitch-in and nominate them now?

Will Hemmings, Marketing Director for Brewing & Brands at Greene King, concluded: “Sport is so important to our communities, and we’ve seen this summer just how much sport can deliver a real community spirit.

“We want to encourage teams all over the country to apply for Proud To Pitch In grants, so we can help support them with funds that allow them to continue the sports they love. We’re immensely proud of the scheme and it’s amazing to see the impact the grants have delivered to date. This isn’t a one-off campaign, it’s a continuous pledge from us at Greene King to ensure grassroots sports can flourish not just in local communities but right across the UK.”

PENRITH PUMAS (WHEELCHAIR RUGBY)

The funding has enabled Penrith Pumas to be a part of the Summer Series. “It costs just over £600 to enter the league, then over £200 to hire a van for each weekend to take all the equipment down to Stoke Mandeville ensuring we have everything the team needs. We have also been able to purchase vital spares such as inner tubes, tyres and wheels! This might not be a cheap sport to play, but what price can you put on seeing each player grow in confidence, increase their physical, emotional and mental wellbeing through friendships, and proving that the “IMPOSSIBLE” is “POSSIBLE” to all those who once thought playing a full contact sport wasn’t achievable!”

HOW DO GRASSROOTS CLUBS APPLY?

Grants are awarded through an online application process.

Applications to the scheme can be made online by anyone, whether they are connected to the club or not.

Pub staff can apply on behalf of local grassroots sports clubs.

ABOUT SARAH

Sarah Esterhuizen has been with Greene King for a remarkable 21 years. She rst joined in June 2011 to head up the customer sales team and has seen both the company and her role evolve and grow over the years.

When she rst began working at Greene King she had 35 people in her customer sales and service teams. Today that team has grown to 65 and works across two sites at Greene King in Bury St Edmunds and Belhaven in Dunbar.

She has lived in Bury St Edmunds for her entire life and says she is “proud to have played a part in maintaining the fantastic reputation that Greene King enjoys for brewing outstanding beers and delivering consistently excellent customer service.”

Meet The Team: Sarah Esterhuizen

In this issue, we catch up with Sarah Esterhuizen, Head of CustomerSales, to findoutmoreabout how thecustomer sales and service teams go the extra mile for customers.

TELL US A LITTLE ABOUT YOURSELF SARAH…

Where do I start? Well, I’ve been with Greene King since 2001 so I’ve now been with the company for 21 years. That is quite a long time but, having said that, some of my colleagues have been with Greene King for 30 or 40 years. It’s a great place to work and it’s a great company with a fantastic 223 year heritage, something that we’re all really proud of. I’ve lived my whole life in Bury St Edmunds and I think you can taste a little of that centuries-old history and

experience in every one of the outstanding beers that Greene King and Belhaven brew – and I like to think we back that up with some exceptional customer service too.

TALKING OF CUSTOMER SERVICE, CAN YOU TELL US ABOUT YOUR ROLE AT THE COMPANY?

My job is Head of Customer Sales which basically means I look after both the Customer Sales and the Customer Care teams. We have teams in both Bury St Edmunds and Dunbar in Scotland and

now have a team of 65 people that help us deliver a seamless service to our free trade customers to help them get on with the business of running their pubs efficiently and profitably.

HAS THE ROLE GROWN AND DEVELOPED OVER THE YEARS?

Absolutely! When I first joined in 2001 I had a team of 35. These days the team is 65 strong and that’s a consequence of the company continuing to grow and develop and it’s been really exciting to be a part of that success and, in turn, to play a role in helping our free trade customers succeed and excel.

WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?

There’s no such thing! The only thing that’s consistent every day is a 9am full business call where the heads of the various departments within Greene King have a meeting to discuss everything that’s going on. After that, every day is different. Life is full of challenges but I think that, with the help of my brilliant team, we meet all of those challenges head on and we get the job done for our customers.

WHAT EXACTLY DO YOUR TEAMS DO ON A DAILY BASIS?

The Customer Sales team basically handle all sales calls across two sites, and that involves both inbound and outbound calls. They take orders from our customers over the phone, and also call our customers on a regular basis to help make sure that they have everything they need to run successful venues.

The Customer Care team is there to help our customers with pretty much anything they need. They are the first point of contact when our customers need help, support or advice.

Both teams are highly trained and incredibly committed. In my opinion, they embody Greene King’s ‘We Care’ company value. They will do whatever it takes to help because we are completely committed to helping our customers run their businesses as well as they possibly can.

WILL CHRISTMAS BE A BUSY PERIOD FOR YOUR TEAM?

I’m certain it will! With the additional

excitement of The FIFA World Cup, we’re expecting orders to start ramping up in mid to late October, which is month or so earlier than usual. We’ve already done all of our planning and my teams have agreed to work extra hours and extra days to ensure we deliver fantastic service through the festive period because we know the next few months represent a massive opportunity for our customers and we want to help make sure they are able to make the very most of that opportunity.

BBG)

Fancy saving up to

£5k?

With in ation rising at its fastest rate in 40 years and sitting at its highest level in almost a decade, staying on top of your operating expenses has never been more important.

That’s precisely why Greene King’s Money Maker scheme is more relevant than ever. As a Greene King or Belhaven customer, we can help you save on your day-to-day operating costs and mitigate the impact of in ation and other rising costs on your business.

Money Maker o ers you the chance to save up to £5,000 a year by helping you secure savings

on a wide range of important services like waste and recycling collection, insurance, ordering apps, payment and card services, gaming, and entertainment, including TV subscriptions.

Greene King works hand-in-hand with a range of leading companies to deliver signi cant Money Maker savings for its customers. Partners include World Pay, BT Sports, Sky Sports, Calor and Regal Gaming.

the Money Maker scheme Greene King has helped many businesses – and can help yours too.

SOL Y SOMBRA, DUNDEE

When Jeff and Philip Stewart of Sol Y Sombra in Dundee were nearing the end of their credit card provider agreement, they spoke to their Sales Development Manager to find out if Money Maker could help them secure an improved deal.

Jeff explains: “Money Maker was first presented to me by my Sales Development Manager and the category that fit best for me was the World Pay credit card option, as my agreement was coming to an end with my current provider.”

The process was quick and easy with

a minimum of fuss and helped Jeff and Philip secure a much improved deal.

“To get a quote was simple,” says Jeff. “All I had to do was provide the information requested and within a few days World Pay had presented their package, costs, terms and charges.”

And the result? A saving of thousands of pounds, all within a few days.

Jeff comments: “Due to the preferred rates that were offered through the Greene King Money Maker scheme, my savings on credit card charges were in excess of £4,000 per annum based on my previous supplier.”

NUMBER FORTY-SEVEN, TROON

When Chris Morrison of Number Forty-Seven in Troon first learned of Money Maker, he quickly identified an opportunity to work with his Sales Development Manager to see if he could reduce his annual insurance bill.

“I was introduced to Money Maker by my Sales Development Manager and quickly discovered that being a Greene King and Belhaven customer I could potentially make savings on my insurance bill,” says Chris.

Working with his Sales Development Manager, Chris quickly established that he could save thousands of pounds on his annual insurance renewal with Jensten Insurance Brokers.

“The sign-up process was quick and easy,” comments Chris, “and in the end I saved £2,800. That represents a saving of 50% saving on my previous deal!”

FOR MORE

What could you achieve with the right investment

With some fantastic opportunities ahead, now could be the perfect time to invest in your business – and Greene King can help through its tailored Financial Support package.

With the challenges of the last few years beginning to recede, it’s more important than ever that venues can make the very most of the huge opportunities that are coming their way over the next few months, opportunities like the festive period and the FIFA World Cup.

Maximising footfall, sales and profits during those key occasions is mission-critical this year, which is why you may want to consider investing in your business to make sure that it is in top condition and fully ready to cash in this winter.

To help you do just that, Greene King is able to offer a wide range of tailored financial support packages of up to £10,000 right the way through to larger financial investments of £100,000 or more.

Perhaps you are thinking about investing in an outdoor space, a refresh of the bar or a major refit to revitalise your business in time for Christmas and the FIFA World Cup? Or perhaps you’re even thinking about investing in a new business?

Whatever it is you are looking to do, Greene King can help by

ALEX BRAKE, THE BIRD IN HAND, WRENINGHAM

offering you a package to meet your specific needs.

Additionally, with the challenging first quarter of 2023 ahead of us and mounting cost pressures, Greene King can also help you maintain your business through the typically slower start to the year and build a platform for further growth in the future. Get in touch with your Sales Development Manager to find out how we can help.

THE LAST ANCHOR, IPSWICH

When Charlie Wade wanted to add an outdoor area to grow his business at The Last Anchor in Ipswich, he turned to Greene King to help turn his dream into reality.

Charlie explains: “With Greene King’s help we were able to invest in a large glass annexe that makes the most of our fabulous view of the marina. We’ve laid a new floor, invested in new furniture, and created a large new outdoor bar and barbeque area to serve the space.”

The new additional space has helped transform the business and

generate fresh footfall, sales and profits.

“The project has enabled us to host customers outdoors, regardless of the changeable weather,” comments Charlie. “It’s been transformative, it looks amazing.”

THE BIRD IN HAND, WRENINGHAM

When you spot a gap in the market and need some help to fill it, Greene King is there for you, as Alex Brake of The Bird In Hand in Wreningham discovered.

“The pandemic created a bustling market for mobile catering and outside bars in Norfolk and Suffolk, however we noticed that there was nothing currently in the market that could cater to volume events,” says Alex.

“We saw an opportunity to create a high volume outside bar, stocking the same products that we sell in the pub, that could reach a greater number of customers, drive wet sales and diversify our business.”

“THE WHOLE PROJECT IS EXPECTED TO COST AROUND £20,000, OF WHICH GREENE KING GRANTED ME £10,000 AS PART OF THEIR FINANCIAL SUPPORT SCHEME.”

GREENE KING IS HERE TO HELP

Tailored financial support packages are available for projects of all sizes:

Small loans of up to £10,000

Larger investments of £100,000+

A fantastic idea, and one that Greene King was able support financially, as Alex explains: “On the back of Greene King’s investment, we’ve built a self-sufficient seven-and-a-half-tonne, eight-line mobile volume bar, all in a converted mobile library.

“It carries 1.5 tonnes of alcohol to and from events and is able to be set up anywhere to deliver significant volumes of alcohol to large crowds, serving two lines of traffic at any one time.”

The project is almost complete, and Greene King provided half of the required funding for Alex. He says: “We’re almost ready for launch. Greene King have just finished installing all of the beer cooling equipment, so we just have the signwriting and mechanicals to do before we’re up and

running.

“The whole project is expected to cost around £20,000, of which Greene King granted me £10,000 as part of their financial support scheme.”

WHY WAIT?

With some fantastic opportunities ahead over the next few months, it’s a great time to consider taking your business to the next level – and financial support from Greene King could help you achieve that.

For more information on how we can support you in growing and developing your business, please contact your Sales Development Manager who will be able to discuss the options available.

*All nancial packages are available to persons aged 18 and over and are subject to status; security may be required, and terms and conditions apply.

“WITH GREENE KING’S HELP WE WERE ABLE TO INVEST IN A LARGE GLASS ANNEXE THAT MAKES THE MOST OF OUR FABULOUS VIEW OF THE MARINA.”

CHARLIE WADE, THE LAST ANCHOR, IPSWICH

GREENE KING TARGETS CRAFT BEER CATEGORY WITH NEW PREMIUM BREWS

Greene King is increasing its presence in the craft beer category with the launch of two exciting new premium beers: Flint Eye and Level Head.

SPEAK TO YOUR SALES DEVELOPMENT MANAGER TO FIND OUT IF THESE BEERS ARE RIGHT FOR YOUR VENUE

Greene King is helping its customers cash in on the vital craft beer category with the recent launch of two fantastic quality premium brews.

Named Flint Eye and Level Head, the two new beers represent an exciting new direction for Greene King and help open up more opportunities for customers to drive fresh footfall, sales and profits.

The craft beer category is an important one for many venues and often helps target a different consumer demographic, bringing new customers to your door.

The launch of Flint Eye and Level Head lets you offer your craft beer customers even more choice with two carefully created premium beers that will appeal to those looking for something new and interesting to liven up a trip to their local.

“WE’VE TWISTED AND ADAPTED TRADITIONAL FLAVOUR PROFILES AND CHANNELLED SOME OF BRITAIN’S COLOURFUL FOLKLORE TO CREATE AUTHENTIC, MODERN, AND EXCITING BEVERAGES, PERFECT FOR A NEW URBAN AUDIENCE RIGHT ACROSS THE UK.”

HEMMINGS, BREWING & BRANDS MARKETING DIRECTOR

CENTURIES IN THE MAKING

To create these two new beers, Greene King has drawn on its 200 years of brewing expertise to re-imagine recipes and create a new dry hopped lager and a new session IPA.

Both beers were inspired by myths and legends from Bury St Edmunds, where Greene King have been brewing for centuries.

The new offerings celebrate Britain’s wild flavours and occasionally 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-focused bars, gastro pubs and quality sports clubs.

SPEAK TO YOUR SALES DEVELOPMENT MANAGER TO FIND OUT IF THESE BEERS ARE RIGHT FOR YOUR VENUE

FLINT EYE

Flint Eye is Greene King’s new 4.5% dry hopped lager which celebrates the Neolithic flint-tipped arrows found in and around the brewery’s native Bury St Edmunds.

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.

LEVEL HEAD

Level Head is a new 4% perfectly executed session IPA which has an aroma sitting somewhere between tropical and grapefruit notes.

Light in body, but slightly dry with a medium bitterness and pithy aftertaste, this session IPA’s name hints at the legend of St Edmund, the original patron saint of England – from whom Bury St Edmunds takes its name – who was beheaded by the Vikings in 869.

MARKETING FOCUS

Both Flint Eye and Level Head will be at the centre of Greene King’s significant marketing investment this year and next.

Combined with Greene King’s other premium kegged beer, Ice Breaker Pale Ale, the total spend will surpass £10m across 2022 and 2023.

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.

“We’ve twisted and adapted traditional flavour profiles and channelled some of Britain’s colourful folklore to create authentic, modern, and exciting beverages, perfect for a new urban audience right across the UK.”

A WI N T E R WA R ME

Get in the spirit this Christmas!

Help your customers make the most of this year’s festive period with some of the latest new seasonal spirit launches.

WHITLEY NEILL MINCE PIE GIN

Upon opening, this gin instantly evokes the festive season with aromas of rich mince pies and a touch of citrus. On the end, the juniper delivers a hint of pine Christmas trees. A sweet taste with hints of mince pies with raisins, cloves, cinnamon and nutmeg all adding to the festive taste. This limited edition line is perfect for a Christmas lunch or dinner – or just a great way to enhance any meal over the festive period.

BEEFEATER RHUBARB & CRANBERRY

A festive treat, this product features a bright red liquid that uses classic Beefeater botanicals like juniper and citrus and enhances them with the slightly richer notes of rhubarb and a burst of juicy cranberry. Ideal in a G&T or within a cocktail.

KRAKEN BLACK SPICED RUM ROAST COFFEE

Black spiced Caribbean rum and fine arabica bean coffee combine in this unexpectedly rich fusion of dark and smooth. The eye-catching bottle would certainly add some spice to your gantry this Christmas.

SHEEP DOG PEANUT BUTTER WHISKEY LIQUEUR

Peanut butter blended with whiskey, a unique taste sensation that combines a peanut butter, vanilla and caramel corn aroma with deep whiskey undertones. This thick, rich liqueur makes an intriguing end to a sumptuous festive meal.

MONKEY 47 SLOE GIN

An exquisite sloe gin from Black Forest gin makers Monkey 47, this product blends sloe berries with their premium 47 botanical gin to create a rich and cloudy liqueur. One for the sloe connoisseur and fantastic as an aperitif this festive period.

MIS AMIGOS CHOCOLATE CREAM TEQUILA

Add a luxurious twist to Christmas with this premium Chocolate Cream Tequila which can be enjoyed as a shot, over ice, or in a delicious Chocolate or Mocha Cream Martini. Sweet Mexican tequila distilled with dark chocolate and double cream makes this an indulgent treat with a kick.

GORDON’S MORELLO CHERRY

A seasonal special from the biggest gin brand of all, this product is made with the highest quality ingredients and using only natural flavourings. It combines the sweet flavour of cherry upfront with a fresh juniper finish.

REKORDERLIG SPICED PLUM

Made in Sweden with pure spring water, this refreshing pear cider can be served hot or cold. It is blended with plums, cherries and a mix of spices, including cloves and cinnamon to create a rich, fruity experience, perfect for a winter’s evening.

Your perfect range

As well as the range of fantastic beers that Greene King brews, we also off er a comprehensive ranges of beers, ciders, spirits, wines and soft drinks from around the world.

With a history spanning more than 300 years and dating back to 1799, it’s no surprise that Greene King is renowned for brewing outstanding beers. Our two breweries produce a wonderful range of unique, complementary keg and cask ales, lagers, craft beers and stouts that reflect their respective regions and traditions for all tastes and audiences.

EVERYTHING YOU NEED

Over the centuries Greene King and Belhaven have earned a worldwide reputation for brewing outstanding and award-winning beers – but there is far more we can offer you than simply a range of top quality beers.

As a leading pub company, we know how to curate the perfect range to meet the needs of your customers and grow your profits, and that’s exactly what we’ve done

for you with a comprehensive selection of products from across the world including ciders, spirits, wines and soft drinks. In other words, we offer a one-stop-shop solution for all of your drinks needs.

We offer access to all the leading brands across all drinks categories and deliver them to your door in a single delivery.

GOOD SPIRITS

We fully recognise the importance and value to you of the biggest global brands in every product category, which is we can make available to you all the key brands that you need to meet the demands of your particular customer base.

In spirits our range covers every major spirit and every major brand. Jack Daniel’s, Whitley Neill, Absolut, Dead Man’s Fingers, Beefeater, Hennessey – the list goes on.

“MANY OF THE WINES AVAILABLE ARE EXCLUSIVE TO GREENE KING, HELPING YOU DIFFERENTIATE YOUR OFFER FROM THAT OF YOUR COMPETITORS, HELPING TO DRIVE FOOTFALL, SALES AND PROFITS.”

SCHWEPPES DEAL P52

Buy 2 cases of Schweppes

Pink Soda or Slimline Elderflower Tonic 200ml and get 1 case of Schweppes Slimline Tonic 200ml free

In addition, we also offer an extensive range of more artisanal and specialist international spirits like Reyka Vodka, Hibiki Whisky and craft gins including Caorunn, Roku and Malfy.

These spirits and others in our extensive range allow you build a differentiated offer that can set you apart from your competitors and drive fresh footfall and sales.

WINE TIME

When it comes to wine, Greene King offers access to over 200 wines from across the globe. The range features ‘good, better and best’ red, white, rosé, sparkling and even low and no alcohol wines from all the major wine-producing countries, and caters for every taste and every budget.

There are some fantastic, great quality house wine options available that deliver outstanding value for your customers and there is also a range of more premium

wines that can help make your venue a destination for local wine lovers.

Even better, many of the wines available are exclusive to Greene King, again helping you build a unique offer and bring more customers to your door more often.

SOFT OPTION

Greene King, of course, also offers a full range of soft drinks and mixers from the world’s leading brands such as Coca-Cola, Schweppes, J20, Fever Tree and Fruit Shoot.

Whatever you need, we’ve got you covered.

Many lines are available in bag-in-box format to maximise value and serve convenience while also helping you to grow your profits.

HERE TO HELP

As well as this fantastic range, don’t forget you can always access our market-leading services and support teams and you could save up to £5,000 a year through our Money Maker scheme. And if your business could benefit from tailored financial support, we offer a package of grants and investments that can help you take your business to the next level, or simply help you through a challenging period.

Speak to your Sales Development Manager to find out how we can help and to learn more about the comprehensive range of drinks products we can offer you.

“WE CAN MEET ALL OF OUR DRINKS NEEDS WITH OUR ONE-STOP-SHOP MODEL AND CAN BE YOUR PERFECT COMMERCIAL PARTNER.”

“WE OFFER ACCESS TO ALL THE LEADING BRANDS ACROSS ALL DRINKS CATEGORIES AND DELIVER THEM TO YOUR DOOR IN A SINGLE DELIVERY.”

IS ‘LOW AND NO’ THE WAY TO GO?

LOW AND NO: THE LOWDOWN

Category awareness now at 95%

With more people than ever choosing alcohol-free drinks when they go out, there’s a huge opportunity to grow sales and profits – and we have some fantastic deals this period to help you cash in on this growing trend.

55% of UK adults drink less than 10 units per week (4 pints of beer)

25% will currently default to tap water in hospitality venues if they’re not drinking alcohol

Alcohol drinkers are the main buyers of nonalcoholic products

It wasn’t that long ago that the alcohol-free beer, wine or cider category was little more than a niche oddity – but times have changed and the world has moved on, bringing with it fresh opportunities to grow footfall, sales and profits. While the majority of customers still prefer a good, old-fashioned drink, an increasing number of consumers are turning to low and no alcohol products more often and that’s having a clear impact in the trade.

Low and no alcohol products have become a standard fixture in every pub, with the trend not showing any signs of waning.

HOW BIG IS IT?

So how big is the low and no opportunity in the on-trade? Well, nearly one-third of pub visits are now completely alcohol-free, according to new research by low-ABV producer Lucky Saint. This trend is particularly notable among younger customers. The survey found that some 65% of Gen-Z drinkers responded that they wanted to ‘moderate’ their alcohol consumption on a night out while 37% of UK adults drink alcohol-free products on a night out at least once a week.

GEN-Z

WANT

THEIR

ON A

OUT.”

And while awareness levels of alcohol-free alternatives were historically pretty low, some 95% of the survey’s respondents said they recognised that no and low alcohol alternatives exist. The niche category, it seems, is well on the way to becoming mainstream.

SURPRISE, SURPRISE

What may strike many as slightly surprising, however, is the fact that alcohol drinkers are actually the main buyers of non-alcoholic products. A YouGov study found those who class themselves as alcohol drinkers are the heaviest purchasers of non-alcoholic products, using them as alternatives to alcohol. The same study found that a significant 42% of non-drinkers have now tried low or no alcohol products and 14% are already semi-regular consumers.

YouGov also found that younger adults are more likely to drink low and no alcohol more often with ‘semi-regular’ consumers most likely to be aged between 35 and 44 years old. Even among those aged over 55, some 69% reported having tried a low or no alcohol product.

CHRISTMAS SPIRIT

With Christmas approaching fast, there’s a readymade opportunity on the horizon for venues. While the festive season has traditionally been regarded as a period of overindulgence in food and accompanying drink, it’s interesting to note that sales of alcoholfree drinks increased by 33.4% at Christmas last year – so it’s a perfect opportunity for operators to cash in.

Hot on the heels is, of course, Dry January, a celebration of moderation that has risen in >>>

popularity over the years. In 2022, an estimated 6.5 million planned to go alcohol-free according to the charity behind the initiative.

With such a huge opportunity, make sure you are well stocked up now with some low and no alcohol options from the category to see you through Christmas. And to help you do just that, we have some fantastic promotions running over the next few months on low and no alcohol lines.

Low and no alcohol beer promotions

HEINEKEN 0.0% DEAL P56

J Buy any 4 cases of Birra Moretti, Heineken 5%, Sol, Despo or Heineken 0.0% and get a case of Heineken 0.0% free.

HEINEKEN SILVER POS WORLD CUP DEAL P56

J Buy any 4 cases of Heineken 0.0%, Heineken 5% or Heineken Silver bottles and get a free Silver World Cup / football-themed POS kit worth £40.

PERONI DEAL

J Buy any 3 cases of Peroni 0.0% 330ml, Peroni Nastro Azzurro or Peroni Gluten Free and get a free Peroni bottle POS kit.

ESTRELLA GALICIA DEAL P14

J Buy 2 cases of Estrella Galicia 4.7% or gluten free 5.5% 330ml range and receive a free case of Estrella Galicia 0.0%.

Low and no alcohol cider promotions

THATCHERS ZERO DEAL P56

J Buy any 2 cases of Thatchers Zero 6 x 500ml and get one case for free.

HEINEKEN CIDER DEAL

J Buy any four cases from Heineken’s range of packaged cider, including the Old Mout family, and get a case of Old Mout Berries & Cherries Alcohol Free for free.

Low and no alcohol soft drinks promotions

APPLETISER DEAL P58

Buy 3 cases of Appletiser 275ml NRGB (24 pack) and get one free.

RED BULL DEAL P58

Buy any 3 cases from the Red Bull Energy and Red Bull Sugarfree range and a get a case of Red Bull Tropical for free.

J20 DEAL P24

Buy any 4 cases from the J20 range and get a case of J2O Spritz Pear and Raspberry plus a cocktail POS kit for free.

FRUIT SHOOT DEAL P74

Buy any 2 cases of Fruit Shoot and get a 100-pack of kids Christmas activity sheets for free.

GRAPE EXPECTATIONS

With so many great deals to take advantage of, there’s no excuse for not having a fantastic range of options for customers looking to moderate their alcohol consumption this festive period.

Don’t forget too that Greene King offers a great range of low and no alcohol wines including single serve options like Sangre de Toro, available in red, white and rosé variants, as well as a 0.0% Freixenet Sparkling.

There’s something for everyone, and it’s a fantastic opportunity to maximise sales and profits while helping your customers moderate their alcohol consumption.

Jeff Stelling fronts ‘Relax With An Abbot’ campaign

Popular sports television presenter Jeff Stelling has been announced as the face of Greene King’s new ‘Relax with an Abbot’ initiative in partnership with Abbot Ale. The campaign has been created to help the nation slow down and enjoy “the best and most simple things in life” –such as a pint of Abbot Ale and a quiz at the local pub.

With the colder autumn and winter nights ahead, this is the perfect time of year for Abbot Ale as darker beers always excel as the nights continue to draw in.

As part of the initiative, Jeff Stelling will be fronting a number

of PR and marketing activities, including a recent exciting competition where Greene King customers could win a sports quiz hosted by Jeff Stelling at their pub.

Jeff has already been quizmaster at the Harrington Arms in Sawley where he hosted a special Abbot Ale sports quiz event in August.

Guests at the Harrington Arms were offered their first pint of Abbot Ale free on the night as a sample to taste the great traditional beer.

Ticket prices were £5 per quiz team and all proceeds went to

Nicola Bellamy, General Manager for the Harrington Arms, said: “Myself and the team were thrilled to welcome Jeff to host our quiz night. What is more relaxing than a good quiz to get the brain going and a free pint of Abbot Ale?

“Abbot Ale is a popular choice for those that visit the Harrington Arms and with Jeff ’s help, our guests were able to enjoy this fantastic beer in the best possible way. With a great host, great beer and great food, it was a fun night, with the money we raised going to such an important cause too.

NET ZERO BY 2040

Greene King has pledged to become carbon net zero by 2040 and has committed to setting near-term emissions targets in line with climate science and recognised sciencebased targets. The commitment will see the company aim to reduce greenhouse gas emissions by 50% by 2030 from the base year of 2019.

Nick Mackenzie, Chief Executive, said: “The climate crisis is the responsibility of every one of us. I’m proud of the commitment we’re undertaking, helping customers to make more environmentally friendly choices and reducing our own carbon footprint.

“We are making the public commitment to take action.

It matters to our customers, our communities and our employees.”

Macmillan Cancer Support.

Sports TV celebrity Jeff Stelling is the face of a new Abbot Ale campaign encouraging pub-goers to enjoy the ‘best and most simple things in life’.

“WHAT IS MORE RELAXING THAN A GOOD PUB QUIZ AND A FREE PINT OF ABBOT ALE?”

BELLAMY, GENERAL MANAGER, THE HARRINGTON ARMS

Buycaskwithconfidence!

We’re proud of the beer we brew. In fact, we’re so con dent that your customers will love the outstanding quality of Greene King cask ales, we’ll give you your money back if they don’t sell through.

Our Cask Iron Guarantee scheme o ers you the ability to claim a full refund for unbroached cask ales, as well as claim credit for any remaining volume on broached casks, if they don’t sell through before expiry. In other words, you can stock Greene King cask ales with zero nancial risk. Whether you’re a new cask stockist taking your rst rkin of Greene King IPA or a specialist expanding your range with a limited edition seasonal ale, there’s never been a better time to expand your cask o ering.

To take advantage, all that you have to do is sign up through your Sales Development Manager, then simply place your order as normal. Later on, if necessary, you can contact Beer Returns to report any casks that do not sell through before expiry quoting ‘Cask Iron Guarantee’. The beer with then be collected and your account will receive a credit. It couldn’t be easier.

The initiative is available to all Greene King-supplied free trade accounts, on all cask ale orders. Speak to your Sales Development Manager for more information.

BII introduces #notjustapub campaign

The British Institute of Innkeeping (BII) has launched its #notjustapub campaign calling on pubs and customers to write to their local MPs, asking them to raise the urgent need for wideranging support for pubs.

“In 2022, [pubs] are now facing an even bigger threat to their survival, with unprecedented energy costs and in ationary pressures crippling their businesses,” Steve Alton, BII CEO, said. “We are calling on everyone who loves pubs, from licensees to local customers, to share their support for these integral pillars of our communities by getting involved in the #notjustapub campaign.

“Write to your MP, asking them to take the plight of these essential

local businesses to the Chancellor, and share your passion for pubs on social media, to leave Government in no doubt about the vital importance of pubs to each and every high street, village, town and city in the UK.”

The Prime Minister, Liz Truss, announced emergency support for businesses with the six-month energy price guarantee on September 8th.

The BII has created a template letter, which can be found at www. bii.org/BII/Campaigns/not-just-a-pub.aspx. Participants are also urged to use the #notjustapub hashtag on social media to rally support.

Greene King’s Cask Iron Guarantee allows operators to buycask ale withconfidence.

NEW COMMITMENTS TO HELP JOBSEEKERS BUILD A CAREER AT THEIR LOCAL PUB

Greene King has recently made a number of important training and recruitment commitments to help strengthen the UK pub sector by demonstrating to people from all backgrounds that they can have a successful career in their local pub.

The commitments are featured in a new report called ‘Untapping Potential’ which highlights the crucial role that pubs play in providing fulfilling careers in local communities. The report also signposts the vital role of pubs in levelling up skills, jobs and communities.

Launched at a reception at the UK Parliament, the report shows how pubs can deliver the Government’s Levelling Up agenda by providing the training and career development opportunities, and the sense of local pride that communities need to help them thrive after the pandemic.

The report highlights the need to improve career opportunities in local communities across the UK. Three in five young people don’t believe there are enough promising job opportunities in their local area, despite 89% of the same group being interested in a job that would allow them to stay in their community.

In addition to helping local pubs recruit much-needed new staff, the commitments made by Greene King include: adding 5,000 new apprentices by 2025; recruiting 300 more prison leavers by 2025; launching a Chef Academy Programme; and providing 100 new internships to those with Special Educational Needs and an Education and Health Care Plan by 2025.

GREENE KING KEEPS BURY IN BLOOM WITH RAINWATER HARVESTING

As part of its ongoing commitment to supporting local communities, Greene King is working in partnership with Bury in Bloom and Bury St Edmunds Town Council to harvest up to 60,000 litres of rainwater in Bury St Edmunds to help keep the town’s hanging baskets in tip top condition.

Greene King was the first business in Bury St Edmunds to install a 10,000 litre rainwater harvesting tank in its car park, collecting water from its Social Club roof with a second location to follow. The rainwater harvested is then used to water all the town’s hanging baskets.

David Irvine, Bury in Bloom Coordinator, said: “If we can get up to 20,000 litres of storage in 2022 we will have made a significant impact.”

Belhaven Brewery named ‘Visitor Attraction of the Year’

Both Belhaven Brewery’s Visitor Centre and its Oatmeal Stout were named the best on the planet at a recent industry awards ceremony.

Belhaven Brewery’s stunning and much-loved Visitor Centre has received one of the highest accolades available at the recent prestigious World Beer Awards. The Dunbar-based attraction beat stiff competition from across the entire globe to scoop the highly coveted ‘Visitor Attraction of the Year’ title in the competition’s Icons of Beer sector.

It was a doubly successful awards ceremony for Belhaven as its Scottish Oat Stout was also crowned the ‘World’s Best Oatmeal Stout’ on the night.

Presented by the World Beer Awards, Icons of Beer was launched to celebrate

FIONA MATHESON, BRAND MANAGER, BELHAVEN BREWERY

every aspect of the global beer industry. From brew masters and ambassadors to retailers and breweries, it honours those who have worked tirelessly to produce and promote beer.

All entrants were assessed by a panel of industry experts, writers and competition judges.

THREE CENTURIES

Established in 1719, Belhaven Brewery is the oldest working brewery in Scotland and is known today as ‘The Home of Scottish Brewing’. Belhaven has been producing some of the nation’s favourite beers for over 300 years, including Scotland’s number one ale, Belhaven Best,

and number one stout, Belhaven Black. All Belhaven beers use 100% Scottish malted barley, local spring water and unique Belhaven yeast.

Belhaven’s Visitor Experience was opened in November last year to showcase the history of Scotland’s oldest working brewery.

Visitors to the one-of-a-kind attraction can learn about the process of brewing, relax in a secret garden, enjoy tutored tastings and receive a personalised pint whilst there.

Fiona Matheson, Brand Manager at Belhaven Brewery, said: “We are beyond thrilled to win not one, but two awards at

such a key global competition. Creating our Visitor Centre was a huge team effort, and the award really does pay testament to the passion and dedication that went in to creating the attraction.

“Our Brewery has such a long, rich history and we hope that winning this award will really put it on the map internationally. There is nothing that we enjoy more than welcoming beer enthusiasts through our doors and letting them discover the people, place and products that make up Belhaven for themselves.”

TOP ATTRACTION

The Belhaven Visitor Centre features a broad range of different spaces and

“THERE IS NOTHING THAT WE ENJOY MORE THAN WELCOMING BEER ENTHUSIASTS THROUGH OUR DOORS AND LETTING THEM DISCOVER THE PEOPLE, PLACE AND PRODUCTS THAT MAKE UP BELHAVEN FOR THEMSELVES.”

BLACK GOLD

Belhaven’s Scottish Oat Stout has enjoyed a phenomenally successful 2022, having been named the UK’s ‘Best Oat Stout’ at the World Beer awards in August then going one step further by claiming the title of the ‘World’s Best Oatmeal Stout’ later that same month.

The latest awards cap a successful year to date for the brewery, which recently launched a new TV advertising campaign and a lively sponsorship and events programme.

experiences including The Monk’s Retreat pub, the Belhaven Gardens, the Brewhouse and The Haven experience room.

Fiona explained: “We have The Haven where visitors can immerse themselves in 300 years of brewing history and learn about the brewing process. Then they can visit the Brewhouse and see how we actually create our award-winning beers, and they can visit our Belhaven Gardens to spend some calm, relaxing time before finishing off in The Monk’s Retreat, our onsite pub where they can sample some of the eight beers we have on tap. And on their way out they can buy everything from our entire bottled beer range to merchandise and point of sale. It’s a

fantastic experience.”

Belhaven Brewery hopes to make more use of the outside Gardens space in future by hosting music shows, corporate gatherings and other social events.

Steven Sturgeon, Marketing Controller at Belhaven Brewery said: “We set out with an ambition to create a genuinely immersive experience that complements the beauty of our brewery and the classic Scottish beers brewed here. I am so proud of the team and their achievement in such a short space of time.”

If you would like to take some of your team on a tour of the brewery and visitor centre, please speak to your sales rep.

“WE SET OUT TO CREATE A GENUINELY IMMERSIVE EXPERIENCE THAT COMPLEMENTS THE BEAUTY OF OUR BREWERY AND THE CLASSIC SCOTTISH BEERS BREWED HERE.”

STURGEON,

CONTROLLER, BELHAVEN BREWERY

Making a REAL difference with your help

Greene King is celebrating its 10th anniversary of its partnership with Macmillan Cancer Support.

ITALIAN LAKES RIDE

As we were going to press, a team of Greene King colleagues was gearing up to head to Italy to tackle the Great Italian Lakes Challenge, a gruelling four-day cycle ride between two iconic cities: Venice and Milan.

The trip includes some serious climbs with the riders reaching heights of 754m at points and cycling up to 96 miles a day.

All riders raised sponsorship, with the money going directly to Macmillan Cancer Support.

This year sees Greene King mark the 10th anniversary of its partnership with Macmillan Cancer Support and, in celebration, all Greene King pubs are being asked to help raise funds this month for its national charity partner.

Macmillan Cancer Support helps people with every aspect of living with cancer, including practical, financial and emotional support.

Astonishingly, since 2012 Greene King and its customers have raised a staggering £12m for Macmillan!

This month all Greene King pubs have been challenged to ‘Go Big for Macmillan’ with fundraising and celebration events.

EVERY POUND MATTERS

By helping to raise money for Macmillan, you are making a real difference to the lives ofpeople living with cancer.

The money you raise massively helps fund medical care from Macmillan nurses and professionals:

funds one hour

funds one day

funds one week

funds one month

funds one year

three years

GET INVOLVED!

If you’re feeling inspired, why not get together with your customers and staff to host an event in support of Macmillan Cancer Support in your venue?

Whether you’re undertaking an individual challenge, taking part together with your friends and colleagues or raising money for someone else’s endeavour, hosting a fundraising event in your venue offers a fantastic opportunity to connect with the community and invite new customers through your doors.

To find out more or to find some suggestions for events or activities you could organise or participate in, visit macmillan.org.uk and click on the ‘Get Involved’ button.

And while fundraising efforts are being redoubled this month, Greene King pubs, colleagues and customers have already been busy raising much-needed money this year by organising everything from annual fundraisers, shaved heads, bike rides, marathons, challenges, sky dives, pub fun days and coffee mornings.

The events offer a great opportunity for Greene King pub teams and their customers to have great fun while also raising vital money for Macmillan Cancer Support, who use every penny to to support people living with cancer.

Nick Mackenzie, Chief Executive Officer at Greene King, said: “We are so incredibly proud to be celebrating a milestone 10 years of partnership with Macmillan Cancer Support. Over the past decade, we’ve raised an astonishing £12m in donations for Macmillan, and couldn’t have done this without the support of our generous customers.

“The energy and creativity our teams put into fundraising is phenomenal, from annual fundraisers, shaved heads, bike rides, marathons, challenges, pub fun days and coffee mornings, we know the team enjoy it – as do our customers.”

Lynda Thomas CBE, Chief Executive at Macmillan Cancer Support, added: “We are thrilled to be celebrating 10 years of partnership with Greene King. Its colleagues and customers have amazed us over the years with their incredible fundraising efforts and it is phenomenal that they have raised a staggering £12m for Macmillan.

COFFEE MORNING OPPORTUNITY

Now more than ever it’s crucial to maximise the potential of every hour that your venue is open, not just during the evening rush.

Hosting a Macmillan coffee morning is a fantastic way to welcome customers into your venue earlier in the day and introduce them to everything you have to offer as a place to gather, work or simply enjoy some relaxed time over a hot drink, all while helping to support people living with cancer.

To take part, simply head to coffee.macmillan.org.uk to sign up and receive your free support kit which includes everything you need to host a successful event: invitations, posters, a how to guide and a host of decorations to make your venue look the part.

“We rely almost entirely on donations from the public and without generosity from partners such as Greene King, we wouldn’t be able to continue to do whatever it takes to ensure people living with cancer get the care they need, when they need it the most.”

p a c k

Reuben McCoy, Greene King Commercial Manager discusses the ways that Greene King can help you sustain and develop your business with bespoke financial support packages.

WE’RE HERE TO HELP

Greene King’s tailored financial suppor t packages could be just what you need to grow your business and take advantage of fresh opportunities.

We know how tough the last few years have been for the trade but we also want you to know that we are here to help.

Whether you need some investment to take advantage of a fresh opportunity you may have identified or whether you simply need support to maintain your business through the challenging times that the trade is currently facing, Greene King is there for you.

The Prime Minister’s recent announcement on the capping of energy bills for businesses is, of course, very welcome – but we also appreciate that pubs, clubs, restaurants and other hospitality venues still face an uncertain future.

Greene King is able to offer tailored financial support packages from small sums of up to £10,000 all the way up to major financial investments of £100,000 or more.

We have already supported dozens of businesses and have helped them achieve their specific aims with the right investment at the right time. We

could help you too by swiftly arranging a support package that suits your needs.

We can arrange support packages of up to £10,000

in a matter of days. That sort of timely financial boost can be the difference between having a good festive period and having a fantastic one.

Similarly, as the leaner months at the start of 2023 approach, we are able to help you navigate your way through and build a solid platform for the longer term.

We all want a flourishing pub hospitality trade in the UK and Greene King is committed to helping support and maintain that trade. It’s in everyone’s interest that we continue to capitalise on the recovery of the sector and encourage more people to come out more often and visit pubs.

If you think your business could benefit from the right investment, get in touch with your Sales Development Manager who will be able to outline the options available.

REUBEN McCOY COMMERCIAL MANAGER, GREENE KING

BEERS, LAGERS & CIDERS

Deal 10 Belhaven Install Deal p22

Install to receive a free keg and POS kit

Deal 2 Cask Holiday Deal p5

Buy any 4 x 9G casks from the range for chance to win £500 holiday voucher

Deal 1 Greene King Cask Deal p2&3

Buy any 5 x 9G casks from our Permanent or Seasonal ranges and get a 6th cask completely free

Deal 47 Greene King Keg Deal p80

Buy any 5 x kegs from our range and get a 6th keg completely free

Deal 6 Greene King Packaged Deal p12

Buy 3 cases from the 500ml range and get 1 case FoC

Deal 3 Ice Breaker Deal p6

Buy 3 x 30L kegs Ice Breaker and receive free POS and pitchers

Deal 4 Old Speckled Hen Install Deal p8

Install to receive a free keg and glassware

Deal 5 Premium Beer Install Deal p10

Install to receive a free keg and POS kit

Deal 9 Wolfpack Install Deal p18

Wolfpack new keg install deal (free keg & POS on install)

Deal 37 Birra Moretti Packaged Deal p64

Buy 3 cases of Moretti and receive 1 case of glassware and 2 ice buckets

Deal 14 Amstel Install Deal p30

Install Amstel to receive a free support kit

Deal 13 Fosters Install Deal p30

Install Fosters to receive a free support kit

Deal 40 Budweiser Deal p72

Buy 4 cases and get a case of Budweiser free

Deal 21 Coors Deal p44

Buy 2 x 11G kegs of Coors to receive a free case of 24 glasses

Deal 38 Kopparberg Deal p64

Buy 4 cases of Kopparberg Cider and receive a bottle of any 70cl Kopparberg Spirit Free

Deal 22 Aspall Deal p44

Buy 2 x 11G of Aspall to receive an Aspall Winter Kit free

DEAL

44

SPIRITS

Deal 34 Bacardi & Funkin Deal p60 Buy 4 x Bacardi (2 x Spiced and 2 x Carta Blanca) & 3 x Funkin Zombie, get 3 x free Zombie

Deal 24 Bombay Deal p46 Buy 3 x 70cl, get 1 x 24 x 200ml free

Deal 29 Jack Daniel’s Deal p52 Buy 4 x 70cl bottles or 2 x 1.5l bottles of Jack Daniel’s and get a free Jack Daniel’s Chalkboard and two Jack Daniel’s t-shirts.

Deal 41 Jack Daniel’s Flavours Deal p72 Buy any 2 x Jack Daniel’s 70CL Flavours (Apple, Honey or Fire) and be entered into a draw for one of 12 x £50 experience/ shopping vouchers

Deal 39 Diageo Basket Deal p70 buy 10 x 70cl, get 1 x Chase pink grapefruit & pomelo free

Deal 19 Diageo Whiskey Deal p40 buy 4, get POS k it free (1 x Johnnie Walker garnish tray & 24 x highball glasses)

Deal 15 Gordon’s Deal p32 buy 6 x 70cl, get Gordon’s POS kit free

Deal 16 Guinness Deal p32 buy 2 x 50L Guinness, get 1 x 70cl Smirnoff Raspberry Crush & 1 x 70cl Gordon’s Tropical Passionfruit free Deal 26 Tanqueray Deal p48 buy 4 x 70cl, get POS kit free

Deal 23 Famous Grouse Deal p46 12 x 70cl or 5 x 1.5L get 1 x 70cl free

Deal 17 Sourz Deal p34 Buy any 6 x 70cl get 1 x 70cl free

Deal 43 Dead Man’s Fingers Deal p76 Buy 5 x 70cl Dead Man’s Fingers Spiced Rum get 1 x 70 free Deal 35 J.J. Whitley Deal p62 Buy 3 get 1 free

Deal 12 Whitley Neill Deal p26 & 27 Buy 5 x 70cl Whitley Neill Gin get 1 x 70cl Whitey Neill Gin free Deal 25 Southern Comfort Deal p48 Buy 4 from the range (Southern Comfort, Tequila Rose, Antica Sambuca Black or Fireball) and receive a free bottle of Sheep Dog Peanut Butter whiskey free of charge

Deal 44 Warners Gin Deal p77 Buy any 3 x 70cl Warners and receive a 0% free Deal 27 X by Glenmorangie p50 buy 2 x 70cl get a case of Fever Tree free

Deal 20 Pernod Basket Deal p40 Buy 11 get 1 x 70cl free Deal 46 Sailor Jerry Deal p78 Get a free 70cl Sailor Jerry when you buy any six bottles from the range

ALCOHOL FREE

Deal 7 Estrella Galicia Install Deal p14

Install Estrella Galicia for free keg & glassware

Deal 8 Estrella Galicia Packaged Deal p14

Buy 2 cases from the EG range and get 1 case of 0.0% free

Deal 31 Thatchers Zero Deal p56

Buy 3 cases of 6 x 500ml Thatchers Zero get 1 case free

Deal 45 Peroni Deal p78

Buy 3 x Peroni Nastro Azzurro, Peroni Gluten Free or Peroni 0.0% 330ml (24pk) receive a Peroni bottle POS kit

Deal 30 Heineken Silver POS Deal p56

Buy 4 cases from the range and get a Heineken Silver POS kit free

SOFT DRINKS

Deal 42 Fruit Shoot Deal p74

Buy 2 cases of Fruit Shoot & receive 100 pack of kids Christmas activity sheets

Deal 11 J2O Deal p24

Buy 4 cases from the J2O range to receive 1 x case of J20 Spritz Pear and Raspberry plus cocktail POS kit free Deal 33 Appletiser Deal p58

Buy 3 cases of Appetiser to get one free Deal 28 Schweppes Slimline Deal p52

Buy 2 x 200ml Schweppes Pink Soda or Schweppes Slimline Elderflower tonic and get Slimline Tonic free Deal 36 Fever Tree Deal p62

Buy any 4 cases of the Fever-Tree range and get a case of Mediterranean Tonic free

Deal 32 Red Bull Deal p58 Buy 3 cases across Red Bull Energy and Red Bull Sugarfree and get a case of Red Bull Tropical free

WINE

Deal 18 I Heart Wines Deal p34

Buy any 7 cases across the range and get 1 case free