The pubco has joined a centenary remembrance campaign run by veterans’ charity the Royal British Legion.
For every pint sold 20p will be donated to the charity, which provides support to members of the British Armed Forces and organises the annual Poppy Appeal.
As decided by a social-media vote, the pump clip shows silhouetted soldiers walking through a field of red poppies. The 3.7% beer has been named Flanders Fields and described as a light and fruity ale with a chestnut hue. Pubs are already stocking the beer, which imitates wartime styles and was developed between Greene King brewer Ross O’Hara and former service personnel.
Brewery connection
Greene King managing director Matt Starbuck said he was proud of the partnership and revealed the pubco lost several employees in the war.
Wartime stories from the brewery will be shared on social media this autumn.
Greene King’s archives include board minutes which documented updates on conscripted workers and transcripts from workers who spoke of their memories.
Starbuck said: “Like so many other long-standing businesses Greene King and its employees were impacted hugely by WW1.
“Sadly we lost 21 employees during the war and in memory of them and in gratitude for the safe return of many, many more, Greene King purchased land and built playing fields in Bury St Edmunds for its employees at the end of the war.”
'Never forgotten'
Funds from the beer will help the Royal British Legion in its campaign to thank those who sacrificed their lives in the conflict and support members of the charity, its head of corporate partnerships, Ben France said.
He said: “With Flanders Fields ale soon to be available at pubs across the country, we are incredibly excited to be partnering with Greene King to mark this centenary year and commemorate the First World War generation.
“Thanks to Greene King’s generosity, this special edition beer will raise much needed funds for today’s Armed Forces community, ensuring their service is never forgotten.”
“The First World War left so many legacies that positively impact our lives today, from ground-breaking social change to pioneering innovations.
The centenary is a chance to thank those from the Commonwealth and on the home front who contributed to the war effort too, France added.
Brewpub group Brewhouse & Kitchen also produced a commemorative beer to mark the end of the war, which saw individuals with a connection to the forces unite for a Veteran Brew Day.
