Pilfer (4% ABV) is described by the Suffolk-based pub operator and brewer as a “crisp lager infused with juicy peach, rooted in mischievous local legend”.
Crafted to tap into surging consumer demand for flavoured lagers, Pilfer blends ripe peach notes with an easy-drinking premium lager base.
The new brew takes it name from a folk tale born in Greene King’s heartland of Bury St. Edmunds, where local legend tells of townspeople sneaking into monastery orchards under cover of darkness to steal prized fruit to share among friends.
It comes as fruit-forward beers continue to gain momentum in the on-trade, attracting younger and more diverse drinkers while commanding a premium position, establishing the category as key driver of footfall for operators.
Commenting on the launch, Greene King head brewer Jack Palmer said: “Pilfer is about bringing a bit more excitement back into lager.
“We wanted to create something that still delivers the clean, refreshing base people love but layered with natural peach character that feels both premium and incredibly drinkable.
“It’s a modern take on lager, designed to stand out on the bar and give drinkers something genuinely different.”
Developed to deliver strong standout and consumer appeal, Pilfer’s branding has been crafted to feel contemporary, elevated and distinctive at point-of-sale, with broad appeal across demographics.
New releases
Pilfer will be available in a number of select Greene King pubs and the on-trade customers from the beginning of July.
Last month, Greene King also expanded its cask beer range with the release of a new seasonal line-up for summer.
The line-up included Hopping Special, a 4.2% amber ale, as well as a range of new pump clips and PoS materials.
In Scotland, Greene King also recently introduced a new lager through its Belhaven brand, Belhaven Belter.
