Greene King adds Very Special IPA
Published:  29 October, 2010

Greene King is adding a high-strength IPA to its bottled ale range.

Very Special India Pale Ale – which clocks in at 7.5% abv compared with the

3.6% of the Greene King IPA brand – is being released to coincide with the 200th anniversary of the first curry house opening

in Britain.

Head brewer John Bexon said the aim had been to produce a beer that reflected the original 19th-century style of IPA made for ex-pats in India. This was heavy in hops, which acted as a preservative on the long sea voyage.

“By creating the right combination of quality hops, single white malt and locally grown barley, we have managed to produce a beer that is true to the original style and strength, but beautifully balanced to suit the modern ale drinker,” he added.

The bottled ale category was thriving, added take-home and export director Neil Jardine. “It is attracting more loyal shoppers and is outperforming lager, spirits and wine,” he said. “Sales of stronger ales have grown by 35% year on year and Very Special is a response to this demand for wider choice.”?Very Special India Pale Ale is sold in 35.5cl bottles and has listings in Waitrose and Tesco.

Site Search


Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know