To Dine For skipped for Hop
Greene King has renamed its Beer to Dine For lager in a bid to compete in the speciality beer market.
Now called Hop, the brand has been repositioned to appeal to consumers who are looking for a step up from premium lagers, and is now being aimed at the "discerning thirtysomething urban male".
Fiona Hope, Greene King marketing director, said that when the lager was marketed as Beer To Dine For it only appealed to a niche market.
She said: "The Beer To Dine For was very successful - so much so that we realised that promoting it solely as a beer to be drunk with food would limit its market.
"Research showed us that consumers perceived the Beer To Dine For liquid as a speciality beer and with the recent sustained growth of this category, we recognised the opportunity to reposition this liquid as a modern, English speciality beer," Hope said.
The speciality beer category is worth £81 million in the UK and has grown
29 per cent in the last year (Nielsen to Dec 2006).
The name Hop was chosen to sum up the "beer's understated, stylish English image". It is made using the same recipe as Beer To Dine For but has been repackaged in a slimmer bottle with purple labels .
Hope said: "We've stuck true to our heritage, using our skills, knowledge and craftsmanship to create Hop ."
Asda, Tesco and Sainsbury's are already stocking the beer in 75cl bottles.