Greene King launches Love Golden Beer campaign

The brewer is investing in a new campaign, called Love Golden Beer, to highlight the growing category, which it says is up 19.3% in volume and 24.8% in value (CGA Strategy’s Brand Index to 29 December 2012).

“Last year publicans were able to cash in on the summer of sport and celebration but the events just aren’t there this year,” said Chris Houlton, managing director of Greene King Brewing & Brands.

“Golden beers clearly offer fantastic refreshment for the summer, but they’re also proving more popular as an entry point to cask for lager drinkers looking for more flavour.”

Greene King claims research shows adding a golden ale to a pub’s beer offer can increase takings by as much as £5,000 a year and has designed a range of PoS including bar runners and drip mats to promote the campaign.

“All the research suggests that sales of golden ales will continue to do well this year, especially among younger, more affluent drinkers,” Houlton said.