Greene King’s 60 Years of Hurst beer sales ‘a true cask success story’

Some 223 barrels of 60 Years of Hurst were sold, surpassing Greene King Pub Partners’ sales of Rocking Rudolph at Christmas last year.

This equated to more than 13,000 pints of the 4% ABV brew sold since it launched in April this year and was available throughout the 2026 men’s football World Cup.

Fundraising figures

At the time, Greene King Brewery described the beer as “super refreshing” and said: “The beer features a moderate malty body, balanced with juicy citrus and tropical fruit notes, making it perfectly suited to football occasions and summer sessions alike.”

Furthermore, the business also fundraised for the former World Cup winner’s chosen charity - Diverse Abilities and raised more than £5,000 for the good cause, comprising £3,211.20 through 5p of each pint sold being donated and £2,000 from a signed Sir Geoff Hurst shirt that was auctioned off at Greene King Pub Partners’ Night of Excellence Awards.

The leased, tenanted and franchised arm of Greene King also ran a competition where the pubs who sold the most pints of 60 Years of Hurst could win a singed Sir Geoff shirt.

Double success

The top selling pubs were the Great Mogul in Maghull; the Star in Godalming; the Horseshoe in Warlingham; the Mulberry in Didcot and the Hayloft in Giltbrook.

Greene King Pub Partners managing director Dan Robinson said: “60 Years of Hurst has been a true cask ale success story, cementing itself as a bestseller for our pub partners, even in the middle of a summer heatwave.

“Launching the beer with Sir Geoff Hurst during the World Cup gave our partners a unique way to engage their customers through cask ale, centred around a major sporting occasion.

“Not only that, but the initiative also raised valuable funds for Diverse Abilities - Sir Geoff’s charity of choice - making it a success both behind the bar and in the community.”