The Greene King Brewery-operated business said Old Session Hen is an “easy-drinking ale with hints of tropical fruit flavours and a crisp, clean finish”.
The beer was introduced to the retail market last year, in bottle and can format, and ended 2024 as the top ale launch for volume for the year[1] and top five best new launch in the beer category in the off-trade in terms of value[2].
Greene King said that with such a strong response from consumers, it believes Old Session Hen is the ideal liquid to launch in cask to drive innovation in the category.
Lighter colour sought
The “sessionable ale” style has been growing in popularity among consumers in both the on and off-trade, according to the Bury St Edmunds-based brewer, as drinkers seek an ale that is a lighter colour and can offer a lower ABV, particularly around the 3.4% ABV.
While many alcoholic products see a spike in sales during the warmer months, due to the better weather, golden cask ale particularly thrives, Greene King said.
CGA OPMS data shows golden ale’s share of the market grows significantly in the summer, and golden ale drinkers tend to visit venues more often and spend more, with 54% visiting at least weekly (compared to 46% of general drinkers) and spending £121 per month (v £108 for the average drinker) [3].
New stockists of Old Session Hen will receive a PoS kit upon installation, including a premium pump clip, glassware, bar runners and drip mats.
Wonderful tradition
Kirsten Alexander, brand manager for the Hen family, said: “We wanted to continue building on the success of Old Session Hen and we thought there was an ideal opportunity to launch a cask version to give consumers the chance to enjoy this fantastic beer on the bar, and help outlets tap into the growing golden cask ale market.
“Our brewers have carefully crafted the recipe to create a light, fresh and fruity session beer at just 3.4.%, perfect for those who want a sessionable pint they can enjoy without compromising on flavour and refreshment.
“Our ultimate goal is to bring more people to the world of cask ale. It is such a wonderful tradition in British pubs and brewing and we think Old Session Hen perfectly complements our existing range of fantastic cask ales and offers something new and exciting from the ‘Hen’ family.”
Sources:
[1] Greene King customised view of NielsenIQ Retail Measurement service. Incremental value for beer for a new product for the 52 weeks ending 28/12/2024, GB total Coverage.
[2] Greene King customised view of NielsenIQ Retail Measurement service. Incremental volume for beer for a new product for the 52 weeks ending 28/12/2024, GB total Coverage.
[3] CGA BRANDTRACK Q1 2022
