Greene King launches campaign to reduce cask ale waste

10-Feb-2022 - Last updated on 10-Feb-2022 at 16:14 GMT

Greene King partners with Too Good To Go: 'Magic Pints' scheme saves more than 2,500 pints of cask ale from being wasted in two weeks

Greene King has launched the ‘Magic Pints Initiative’, in partnership with wastage saving app Too Good To Go, in a bid to save thousands of surplus pints of cask ale from being wasted.

The ‘Magic Pints’ scheme enables customers to purchase a ‘Magic Pints’ bag, which will contain four pints of excess cask ale and come in a reusable bag, for £5.75 through the Too Good To Go App for collection at an allotted time.

In two weeks, the initiative has saved more than 2,500 pints of cask ale from being wasted.

Greene King destination food brands pubs managing director Andy Wilson MBE said: “Reducing waste is really important to us, so this is a brilliant way to stop great cask ale being thrown away needlessly.

Good for the planet

“It’s so easy to just check the app, see what’s available nearby, buy it and then go and pick it up. It’s good for the customer, it’s good for the pub and it’s good for the planet.”

Following a successful trial during the 2021 lockdown, the Magic Pints initiative has been extended in Greene King’s Destination Food Brands 650 pubs throughout the country and is due to be rolled out across the rest of the managed estate, around 900 further pubs, throughout 2022.

The ‘Magic Pints’ scheme follows a previous successful Greene King and Too Good To Go partnership in which the operator’s carvery pubs saved leftover food from going to waste.

Too Good to Go managing director Paschalis Loucaides said: “I’m delighted to be expanding our partnership with Greene King with the launch of our new Magic Pints offering.

Amazing results

“We’ve already seen amazing results since we launched our partnership back in 2018, including during our Magic Pints trial last year, and so I’m excited to take our partnership to even greater heights with this new initiative.

“Our recent survey found beer and cider are the most likely items to go to waste in pubs and this not only carries a huge cost for businesses, but it is greatly impacting our planet too.

“That’s why it is fantastic to see Greene King leading the way when it comes to drinks waste in the pub industry, I can’t wait to see the impact we’re going to have together”.