Greene King's bottled ales bid for share of Christmas market

23 November, 2012

Greene King has relaunched its 8 x 50cl Head Brewer’s Selection packs to encourage consumers to try new bottled ales in the run-up to Christmas. 

They include two bottles each of Old Speckled Hen, Old Golden Hen, Greene King IPA and Greene King IPA Gold. 

Take-home sales director Neil Jardine said the packs sold well during the
summer and is confident that after a winter facelift they will continue to drive growth in the premium bottled ales category. 

He said: “It’s not been a great summer for the BWS category but premium bottled ale has done well. 

“We have found this year has been quite a turning point from the major grocers’ perspectives. They have supported premium bottled ales in a way they haven’t done in the past.

“We are continuing to develop the Head Brewer’s pack with new graphics – it remains premium but it is now more appropriate to the time of year.

“New consumers will come in and pick this up as an opportunity to try a product. It’s a very convenient pack with wonderful graphics.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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