Greene King to launch beer 'centre of excellence'

Related tags Greene king Bury st edmunds Public house Greene king brewing company

Greene King Brewing Company has launched a "centre of excellence" in its home town of Bury St Edmunds.The brewer, whose brands include IPA and Old...

Greene King Brewing Company has launched a "centre of excellence" in its home town of Bury St Edmunds.

The brewer, whose brands include IPA and Old Speckled Hen, is determined to set the highest standards of quality with its beers and so has decided to set up a "centre" to focus on quality issues.

However, rather than launch a bespoke centre on the site of the brewery, which licensees visit, the brewer has decided to make the town itself the quality centre. All 33 Greene King pubs in and around the Suffolk town are included in the scheme.

Members of the Greene King team will carry out hands-on training in the pubs and visit them later to ensure that standards are being kept and that customers are satisfied with what they are being offered.

Managing director Rooney Anand said: "Quality affects every aspect of the company and every stage of production from people to products to customers. Establishing a centre of excellence is another step towards confirming Greene King's role as the leading quality brewer."

Examples of areas covered by the centre of excellence include:

  • Serving temperature:​ Cooling equipment will be used for IPA in hot, summer months. The equipment will keep IPA at nine degrees. The normal serving temperature is 11 to 14 degrees.
  • Advanced cellar management training:​ From gate to glass, beer has to be cared for but particular attention will be paid to the glassware.
  • Customer service:​ The Suffolk brewer will introduce "Beer Watch" drip mats into its outlets. If customers are not satisfied with the quality of Greene King's cask ales in their pub they can call the hotline number found on the drip mat.

If the centre proves successful in Bury St Edmunds the scheme will be rolled out nationally.

Greene King has been involved with several beer quality initiatives in the past. It was a founder member of Cask Marque, the industry symbol of beer quality, and it launched the Cask End initiative, which encouraged clearer branding to highlight quality and excellence.

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