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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When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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