Old Golden Hen kits to help drive spring sales

The brewer and pubco is also giving away free PoS kits to encourage customers to drink Old Golden Hen plus the chance to win a garden kit that includes eight branded parasols.

Licensees who order a firkin or two pins of Old Golden Hen 4.1% ABV from the Bury St Edmunds brewer will get a free visibility kit to drive custom and a further purchase will enter a pub into a prize draw for the expanded garden kit.

Garden game​

Included in the garden kits are eight branded parasols, an outdoor mirror and a garden game. There are also plant pots and seed sticks to help add theatre to beer gardens and drive footfall to the pub this summer.

Greene King said: “Spring is the perfect time to give beer gardens that needed care and attention, following the effects of the winter weather, and it’s important that they are looking their best in time for guests to start enjoying drinks outside as the warmer weather kicks in.

“Installing outdoor bars are also a great way to boost profits, excite existing guests and attract new ones too, as it means guests don’t have to leave the sunshine to get another drink.”

Lighter beer ​

Greene King said in spring 2023, overall beer sales grew by 4% as more people started visiting the pub and enjoyed a drink in the beer garden, however, golden cask ale sales grew by 11%, suggesting people were looking for a lighter refreshing beer (source: CGA OPMS data).

Old Speckled Hen portfolio brand manager Kirsten Alexander said: “This is a fantastic chance for pubs to spruce up their beer gardens and outdoor spaces in time for warmer weather.

“Old Golden Hen is an ideal ale to complement the range needed on the bar for this time of year, as temperatures rise, we know that guests are looking for a refreshing, lighter beer that they can enjoy in the pub garden. With our kits, beer gardens will look that little bit brighter too and we look forward to seeing them in pub gardens in the next few months.”