Spotlight: Greene King IPA

The return on investment (revenue) for Proud To Pitch In is above expectations given the size of the brand.

Short-term Revenue ROI was 66% higher than expected for a brand of its size.

Source: Accelero (Feb 2023)

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Drinkers are willing to pay more for IPA. Number of pints sold per pub shows growth when prices rise. We see the same for Abbot.

In Q1 2023, average price per pint increased 7% vs. prior year. Average ROS (pints per pub) increased 4%.

Source GK EPOS (Q1 2023)

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In blind taste tests, GK IPA Cask beats Timothy Taylor Landlord. The same is true for Abbot.

GK IPA scored 6.5, Landlord scored 5.6.

Source: MMR Cask Benchmarking project (March 2023, n=303)

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IPA is the 2nd strongest brand in the cask category when we use the gold-standard measurement service for this (Kantar Brand Equity Framework); OSH is #1

- GK IPA Brand Power score of 9.5%, 2nd highest score of 15 brands tested (the top 10 cask brands nationally were all included).

Source: Kantar Brand Evaluator (June 2023, n=1,172)

- GK IPA has the 4th highest Brand Demand Power in the North (OSH is still #1). Whilst regional brands like Landlord and Black Sheep are #2 and #3, we do not see any sign that Northern drinkers reject GK IPA.