Greene King has revamped the look of its IPA bitter as part of a drive to establish the flagship beer as the number one cask ale in the UK. The beer is already the leading cask brand in the South of England and the number two cask brand in the UK. Sarah Brindley, marketing manager at Greene King, said: "We have a clear objective, and that is to put Greene King IPA firmly at the top as the number one cask ale in the UK." Greene King's IPA "new look" has been created to capture the brand's heritage and to take it forward to appeal to today's beer drinkers. The livery has been designed to stand out on the bar, with eye-catching colours and a clean-cut design. The familiar head and shoulders of the "king" has been redesigned with a full length version and Greene King IPA stands out boldly in gold letters. The Suffolk brewer is supporting the initiative with a massive £1m advertising campaign and promotional activity over the next two months. The campaign will include TV and cinema advertising.