The beer remains the same but new “eye-catching” copper-coloured branding, inspired by the copper kettles in which the beer is brewed, is more contemporary and helps it stand out in what has become a crowded market.
The move will be boosted by a £2m marketing spend and new beers for the brand, details of which are being kept under wraps until later in the year, plus a new education programme.
A booklet is being distributed with the new pumpclips, which aims to educate licensees and their staff about the beer.
This will be backed with a new online training programme, accessed via a new website called beer genius, that gives information on how to keep and serve the perfect pint.
“We’ve been working on this for the last 18-months and it will be available not just to Greene King licensees but to the wider trade,” Chris Houlton, managing director of brewing and brands, told the Publican’s Morning Advertiser.
“The programme covers all aspects of serving the perfect pint, across all different styles, including lager.”
A mystery shopper programme, of over 6,500 visits a year, checking the quality of IPA pints poured, will form the final element of the programme.
Licensees who pass both parts will become an accredited stockist.
The brewer will also be pushing a message around ranging and the rotation of beers on pumpclips.
“We know from research that consumers need signpost brands in ale, as much as any other category,” Houlton said.
“Drinkers look for brands they trust and recognise, which should be kept on the bar at all times to help them navigate the category.
“A good range consists of a recognised sessionable lower ABV ale, a golden ale, a more flavourful brew that is bit higher in alcohol, alongside a final brew on rotation.”