Goals targeted for Greene King’s new cask beer

By Gary Lloyd

- Last updated on GMT

Greene King releases limited-edition cask beer for Euro 2024

Related tags The Cask Project Brewing Cask ale Craft beer Multi-site pub operators Pubco + head office Greene king

Greene King Brewery is launching a limited-edition cask beer, False Nine, to celebrate the upcoming Euros football tournament.

The 4% ABV hoppy golden ale has been brewed using a fusion of hops that are said to deliver citrus and tropical fruit notes. The beer will be available for customers to order from now until the end of the tournament in July.

The name of the beer, False Nine, refers to a lesser-known position in football where the player is a centre forward who is stationed high up the pitch but has the freedom to roam around and drop back into deeper positions to receive the ball and link up play. The number ‘9’ refers to the player's football shirt number who traditionally would be the central striker.

As well as the football-themed cask beer, Greene King will also be supporting free-trade customers who purchase False Nine with bespoke point of sale, including fixture posters and drip mats to drive awareness and excitement of the games.

Branded pitchers

Free-trade customers that stock any of Greene King’s craft beers, including Flint Eye and Level Head, will also be able to secure branded pitchers to help with speed of service during busy periods and drive volume.

The brewer is also offering selected stockists of Belhaven Best the chance to receive PoS for pubs during the tournament, where guests can scan to win exclusive Belhaven T-shirts, driving visibility of a true Scottish brand during the football occasion.

False Nine Greene King cask beer May to July 2024

Greene King head brewer Jack Palmer said: “At Greene King, we love to celebrate the big occasions with a speciality beer and we are really proud to launch False Nine for the tournament.

“This is the ideal beer to have on the bar and encourage your customers to toast the nation as the summer of sport kicks off.

Lots of ways to win

“To enhance the football occasion, we are also supporting customers with various other activities across the UK, including Scotland, to drive guests to the pub, get them to stay and also keep them coming back.

“We’re offering our customers lots of ways to win this summer and hopefully we’ll have more to celebrate in July.”

False Nine is just one of the new beers that forms part of the wider Fresh Cask Releases calendar, a portfolio of 13 limited-edition cask beers available at specific times throughout the year. 

Related topics The Cask Project

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