Greene King IPA revamped

By Nicholas Robinson contact

- Last updated on GMT

Recrowned: Greene King has changed its IPA formula plus fonts and glassware
Recrowned: Greene King has changed its IPA formula plus fonts and glassware
Pub operator and brewer Greene King has tweaked the recipe of its flagship IPA cask beer to ensure the flavour and freshness of the product is maintained for longer.

More hops have been added during the production process to deliver a bigger flavour, while parts of the brewer’s storage and production process have also had adjustments.

“We’ve taken a deep dive look at the beer, the brand and the whole process from ingredient storage through to the end pint on the bar and have made some changes,” said brewing and brands managing director Matt Starbuck.

More significant

“Some are just tweaks, others more significant, but the end result is to deliver a pint that is served at its best each and every time it is enjoyed.”

Additions to the brew and the brewery’s facilities include a new cool storage, a doubling of hops into the whirlpool to make the beer more robust, as well as a new cool storage depot to keep beer-filled casks chilled until delivery.

“Significant enhanced training and a new cellar management system has been introduced for Greene King licensees alongside a newly developed automated water refilling system for APCs (ale python controllers to regulate temperature) in the cellar,” continued Starbuck.

“The number of handpulls on the bar has been re-evaluated to suit each pub’s customer base and smaller-sized vessels and aspirators offered to pubs with lower cask beer sales.”

Quality issues

As well as a freshen up of the liquid, Greene King IPA’s branding has also received an update, featuring a new font look and glassware.

Beer writer and The Morning Advertiser ​columnist Pete Brown also carried out some work for the brewery ahead of the revamped beer’s launch.

He said: “Greene King has put serious thought and investment into tackling some of the quality issues raised in last year’s Cask Report​ and has put its money where its mouth is in terms of genuinely improving the quality of cask beer.”

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