Brewery giant in top ale quest
EAST Anglian brewery giant Greene King has launched a £1million marketing bid to make its popular IPA cask ale the best in Britain.The Bury St Edmunds based company is aiming to knock Tetley's Bitter of its perch as the nation's number one selling session ale, by promoting IPA in a new television and cinema advertising campaign.
EAST Anglian brewery giant Greene King has launched a £1million marketing bid to make its popular IPA cask ale the best in Britain.
The Bury St Edmunds based company is aiming to knock Tetley's Bitter of its perch as the nation's number one selling session ale, by promoting IPA in a new television and cinema advertising campaign.
IPA has already cornered the market in the south of England, but the brewery wants to improve on its status as the UK second highest selling cask ale, by challenging the Tetley monopoly.
Officials are confident that by adopting similar tactics it recently used to promote its flagship Abbot Ale, which saw a year on sales increase of 20%, it can make IPA the nation's favourite.
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In addition to the advertising campaign, IPA will also enjoy colourful new look, which is sure to stand out at the bar. The traditional logo of the king's head has been replaced with a full-length figure and the IPA branding stands out in bold, gold letters.
Greene King marketing manager Sarah Brindley said: "The most important thing for us is to become the number one in the minds of drinkers and shoppers.
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"What we want to do is introduce IPA to a new generation of drinkers. There is a huge choice out there, but we are trying to get more people to be adventurous and try cask beer, which may not usually be their first choice.
"We are particularly keen to get younger drinkers to try IPA, even though it is not necessarily what they have been brought up on.
"IPA is our best selling session beer, which has very strong local routes and we are confident we can challenge Tetley's for the number one spot."