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New beers: Flint Eye and Level Head
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
£10M MARKETING SPEND
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 profi ts.
The craft beer category is an important one for many venues and often helps target a diff erent consumer demographic, bringing new customers to your door.
The launch of Flint Eye and Level Head lets you off er 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.”
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
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.
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.
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.”
