ICE BREAKER CELEBRATES TWO AWARD WINS!

Ice Breaker Pale Ale is going from strength to strength this year after celebrating two major award wins last month.

Ice Breaker was awarded the highest star rating at the Great Taste Awards 2023 and shortly after was awarded Country Winner and gold in the Pale Beer category at the World Beer Awards 2023.

From over 14,000 entries of those that entered the Great Taste 2023, Ice Breaker was selected as one of the 1.8% products to achieve a 3-star award, which is presented to products deemed as the very best standard in the category.

The Great Taste award is the world’s largest and most trusted food and drink accreditation scheme, putting food or drink to the test with a panel of over 500 experts from chefs, buyers, food writers and retailers. Product entries will then receive a 1, 2 or 3 star accolade which are highly respected seals of approval for retailers and consumers.

The World Beer Awards selects the very best in all internationally recognised styles and announced it’s country winners in August.

These awards coincide with the brands refresh of the look and feel of Ice Breaker. The team have slightly tweaked the design of the anchor, which is fast becoming the iconic symbol for Ice Breaker, and given the brand’s tone of voice a shake-up to focus on the flavour of the beer. The brand refresh has seen a change to the design on cans, bottles, and packaging and launched with stockists in August, as well as on point of sale and keg fonts in venues.

We have also launched Ice Breaker Pale Ale in 500ml single bottles offering a chance for consumers to trade up on their ale choice in the larger bottle category. The 500ml bottle launched in August in ASDA stores across the UK.

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.

Congratulations to all our B&B team members that worked hard to make this happen!