Greene King is to launch Greene King IPA Chilled. The new brand is an authentic keg beer designed to be served at 4°C from a condensating font. Target drinkers are those who prefer a cold nitro keg ale.
Greene King IPA Chilled has an ABV of 3.6%.
Consumer trends show that drinkers are opting for cooler drinks, particularly in the warmer summer monthsJustin Adams, managing director of Greene King Brewing Company.
Justin Adams, managing director of Greene King Brewing Company said: "Consumer trends show that drinkers are opting for cooler drinks, particularly in the warmer summer months. Whilst we remain absolutely committed to brewing quality cask beer, which represents a very high proportion of our business and is true to our heritage, we also want to be innovative in providing a range of beers suit to what consumers want."
"We ran a substantial pilot for Greene King IPA Chilled and the findings demonstrate there are distinct audiences for cask and keg beer. The results have been fantastic, showing that Greene King IPA Chilled, with its standout font and great taste delivery, will attract drinkers from within the keg category, as well as some younger consumers who have not previously considered ale.
"Greene King IPA Chilled will be served from a striking 'condensation font' with etched Greene King branding, giving it, as Justin Adams says, "prominent visibility on the bar and maximum appeal to drinkers."