The brewer said the latest seasonal line-up focuses on flavour-forward, sessionable beers “aimed at driving choice and flexibility at the bar throughout the warmer months”.
Returning for May and June is Hopping Special, a 4.2% ABV amber ale brewed with five malts and late and dry hopping.
Greene King said: “The beer delivers soft tropical fruit and citrus notes and is a returning seasonal favourite as the weather starts to get warmer.”
Meanwhile, running from May through to the end of August, Greene King Brewery will also offer a 4% ABV summer golden ale with independent pubs having the option of using three different pump clips for the beer.
Citrus and tropical fruit characters
The pump clip options are: 4-4-Brew – a football-themed design pump clip aligned to the big summer tournament; On The Bounce – a pump clip inspired by the annual tennis championships and the wider sporting calendar; and Brightside – a pump clip designed with hot weather and pub gardens in mind.
Greene King said: “[It is] brewed for easy drinking, it features citrus and tropical fruit characters and is designed for summer sessions. Independent venues will receive the beer with three interchangeable pump clip designs to tailor presentation to their audience and calendar.”
Alongside the seasonal range, Greene King Brewery will roll out a series of football and matchday-focused activations for free trade customers, including pub decorations, fixture posters, branded PoS and football-themed merchandise aimed at driving footfall and engagement.
In Scotland, Belhaven Brewery will support independent pubs with activity centred on its new lager, Belhaven Belter, which Greene King said will “highlight the brewery’s heritage while offering a crisp, refreshing option for summer social occasions and live sport”. In Belhaven managed pubs there will also be branded drip mats, bunting and Belhaven T-shirt giveaways for guests who enjoy a pint of Belter during the tournament.
Level Head rebrand
Within Greene King managed pubs, the keg session IPA Level Head will be temporarily rebranded as Level Header for the duration of the tournament. The limited-time change will be supported by football-themed keg collars, in-pub digital screens to enhance visibility during matchdays and limited-edition Level Header 330ml bottles in selected sites.
Greene King Brewery brand manager Amina Ali said: “Summer is a key trading period for pubs, and this year we’ve brought together a range of refreshing seasonal cask beers with activity built around major sporting moments, which offer a great opportunity to drive footfall.
“From returning favourites like Hopping Special to easy-drinking summer ales, everything has been designed to help pubs build atmosphere, drive engagement and give guests more reasons to visit and enjoy a pint throughout the summer.”
The seasonal cask beers will be available in firkins and pins (36-pint units) giving independent venues flexibility to manage throughput across a busy summer of sport and social occasions.
