The Bury St Edmunds-based brewer is launching Back of the Net Pale Ale in time for the UEFA European Women’s Championship and reintroducing its Amplified Pale Ale cask beer as part of a partnership with a radio station.
Back of the Net is said to be a 4% ABV golden ale with juicy citrus and tropical fruit characters. The Suffolk brewer added: “This is a perfect beer to have on the bar to entice customers to raise a pint to women’s sport.” Back of the Net will be available throughout the football tournament, which runs from the end of June until the end of July.
A survey ran by OnePulse found pubgoers would be likely go to the pub to watch at least one game during the women’s football tournament while two thirds would also be likely to buy a pint of Back of the Net.
Firkins and pins
Amplified is a 4% ABV pale ale that was first launched in 2017. Greene King said the reception it received was electric and it’s making a comeback to the seasonal calendar this year as a celebration of the love for music in pubs.
It added: “Capturing the essence of summer and music, Amplified is a blend of grapefruit, orange, mango and pineapple notes, complemented by subtle herbal and floral undertones.” Amplified will be available for pubs to order during June and July.
Both golden-coloured cask ales will be available for customers to order, including independent venues, in firkins and pin format (36-pint containers).
The brewer added the pin units are ideal for pubs looking to order an additional seasonal cask for bars with lower throughput, to “complement the permanent range and add excitement for drinkers”.
Brilliant weather
Greene King Brewery technical brewer Alan Fulcher said: “We’ve already experienced some brilliant weather so far this year and I am sure we’re all hoping it continues into the next few months as we get ready for summer festivals and sporting occasions.
“Both of our June and July beers are about celebrating key moments this summer with a refreshing pint.
“We’ve seen great uptake of our seasonal cask beers so far this year and each one is there to drive excitement and celebrate special moments on the bar. With both beers packed with fruity notes, they are the ideal choice as an additional cask beer.”
The 2025 Fresh Cask Releases calendar includes 15 limited-edition beers available at special points throughout the year to celebrate the seasons, sporting occasions and collaborations with other brewers.