Greene King claims new beer launch 'is a hoax'

By Ellie Bothwell contact

- Last updated on GMT

Related tags: Greene king, Beer, Bury st edmunds

Greene King said it does not know who was behind the email
Greene King said it does not know who was behind the email
Greene King has denied it will be launching a new beer, after a hoax email about a new “IPA for the Download Generation” was sent to publicans.

An email claiming to be from Greene King said the pub company will launch “IPA X-Treme” in February, “following a bumper year in 2014”.

It claimed that the ale is a “hopped up, punked-out IPA for the Download Generation” and it would initially be available at select Greene King pubs in London and the South East, before being rolled out nationally later in the year.

It added: “Weighing in at 4.5% ABV and dry-hopped with Northdown, Centennial and Fuggles hops to a blistering 35 IBUs, this new addition is guaranteed to create a stir amongst craft beer aficionados and die-hard real ale fans alike. This IPA has been hand-crafted by our craziest beer anarchists in Bury St Edmunds and we’re rater proud of it!”

However, Greene King said that the email was a hoax and it does not know who was behind it.

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Posted by jon,

:@ thats not me its a different jon,

i am a publican and a GK tennant.

i find IPA to be one of the blandest beers on the market, however the range of beers GK produced recently is genuinely phenomenal.

the double hop monster when it was available on cask was amongst the best casks i have ever sold, as is the suffolk porter which i currently have on cask.

i have a constanly changing selection on 3 of my 5 cask pumps and have gone through nearly 500 different ales in the past 3 years. GK may be expensive and crap to their tennants but the beers they have produced recently are so so so much better than the junk they have been mass producing for years, give them a chance.

sad to say i never recieved this hoax email though it actually sounds like a decent concept

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Deluded, much?

Posted by Paul,


If you are truly a publican and you genuinely regard GK as one of the finest beers in the land, please let me know the name and location of your pub.

I want to be damn sure I never make the mistake of inadvertently crossing the threshold, since you clearly know the square root of jack when it comes to the ale...

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old bores

Posted by Jan,

Sense of humour failure there Jon.

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