GK hopes to convert more with rugby-themed ales

The brews have a rugby theme and are due for release to coincide with the Six Nations rugby matches, which begin this weekend (4-5 February). They also give a nod to World War I history as part of its ‘Fresh Cask Release’ calendar for 2023.

Scrumdown, a 4.1% ABV amber ale, has previously been released as a seasonal special, however, this year, the pump clip has been redesigned.

Greene King said it is a “fresh, fragrant and easy drinking ale” adding it will be available through February and March for rugby fans.

World War I legislation

Meanwhile, Opening Session, a 3.8% ABV pale ale with “subtle tropical fruit characters”, will make its debut. The name for the pale ale was inspired by the World War I legislation that limited pub openings to sessions for munition workers.

The two cask ales form part of the Fresh Cask Releases calendar, which is a portfolio of 18 limited-edition cask beers available at specific times throughout the year ahead, created by the brewing team at Greene King.

Head brewer Jack Palmer joined Greene King last year and has been a key individual in the selection for the calendar, including February’s Scrumdown and Opening Session.

He said: “We pride ourselves on the quality, design and stories behind these beers that means each and every beer is unique. Greene King has more than 200 years of history, so it’s important we celebrate our heritage.”

A passion for us

Palmer continued: “Creating exciting styles and flavours in cask ale is a passion for us as we continue to provide our customers with something new throughout the year to broaden guest appeal and engage new drinkers.”

Greene King will also be supporting customers with a welcome pack for the Fresh Cask Releases calendar, including the full year layout, tasting notes and access to online training support. Bespoke PoS for selected releases throughout the year will also be available to attract guests’ attention and curiosity in the pub and inspire purchase.

The Bury St Edmunds-based business operates five divisions: Local Pubs; Destination Food Brands; Premium, Urban and Venture Brands; Pub Partners; and Brewing & Brands with 39,000 staff across 2,600 pubs, restaurants and hotels.