Greene King's text appeal

Greene King is inviting cask beer drinkers to 'shout' about beer quality by text.

The Bury St Edmunds brewer has set up a new quality textline as one of a number of quality initiatives to support and encourage licensees to serve the perfect pint every time.

The textline number (07790 777 666) will appear on Greene King branded dripmats and poses the question 'Had a great pint?' All drinkers have to do is text the name of the Greene King beer and the name of the pub and town they are in, along with their comments about the beer.

All texts received will be fed into weekly quality reports and, where issues are identified, support from the trade quality team will be offered to the licensee: all feedback will be welcomed positive or negative.

Justin Adams, managing director of Greene King Brewing Company said: "We're really proud of this new service. Our aim is to ensure that every single pint of Greene King beer is perfect every time.

"Quality is critical to the success of our business and that's why our job goes beyond the beer leaving the brewery gates. We rely on the 'tlc' licensees provide in the cellar to deliver the perfect pint to drinkers. With feedback from one of our finest assets - the people who drink our beers - we will be able to offer advice and support to licensees where drinkers comment on a poor quality pint.

"Bad beer can lose customers from a pub, but a reputation for quality will encourage them to visit time and time again, giving licensees an opportunity to sell more beer," he added.