Provenance focus for IPA
Greene King has redesigned its IPA brand to emphasise its place of origin.
The new pump clips, being rolled out to Greene King’s 12,000 main on-trade stockists this month, features the cathedral at Bury St Edmunds and the Suffolk countryside.
New glassware and point-of-sale material is also being rolled out.
The redesign will feature in marketing in the New Year, mainly focused on its rugby sponsorship, including ads in broadsheet newspapers around the autumn rugby internationals.
Greene King Brewing Company marketing director Fiona Hope said: “People are getting increasingly interested, even during the credit crunch, in where their food and drink comes from.
“It’s not just about being local — it’s about knowing where it comes from.
“We think it’s important to go back to our roots and stake a claim to our area.”
The redesign will feature on IPA bottles and the brand’s smoothflow version early next year.
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