The pledge has been introduced by the brewery to build more confidence in the cask ale category and provide more support for customers, who may be looking to introduce Greene King cask ale to their offering.
The Cask Iron Guarantee, which also includes the brewery’s seasonal cask ales, including its festive offering out now, which is called Rocking Rudolph, is also aimed at encouraging free-trade outlets to expand their range, without the risk.
Full refund
Available with Greene King cask ales only, including Abbot Ale, Greene King IPA and more, free-trade customers signed up to the guarantee will be entitled to a full refund for unbroached volume and a credit for remaining volume on broached casks that go out of date ahead of them being sold through.
Greene King head of customer marketing Jamie Shipperley said: “We are proud of the beer we brew but we are also incredibly proud of the promise we are making to our free-trade customers and the cask ale sector.”
Without financial risk
He continued: “Whether customers are stocking their first firkin of Greene King IPA or are adding a seasonal ale to their current range, the Cask Iron Guarantee gives free-trade customers an opportunity to stock something new, without financial risk. It’s a great reason to try the amazing quality of cask beers we offer and see what they can do for your venue.”
Meanwhile, Greene King announced last week it has ploughed £430,000 into the renovation of the Drawing Rooms in Norwich.
The site has been taken on by licensees Pete Harvey and Frances Chisholm, who said: “As soon as we saw the plans for the Drawing Rooms, we knew we just had to take it. Greene King’s investment has transformed the site and it is no longer recognisable from what it once was.”
