Greene King launches new beer to mark 50th anniversary of England’s World Cup win

Greene King's new 'Bobby' pump clip.

Greene King's new 'Bobby' pump clip. - Credit: Archant

Bury St Edmunds-based brewer Greene King has launched a beer to mark 50 years since England won the World Cup.

Greene King's new 'Bobby' beermat.

Greene King's new 'Bobby' beermat. - Credit: Archant

The launch of ‘Bobby’, a light blonde British beer, is dedicated to World Cup-winning England captain, Bobby Moore and, in a nod to the 4-2 score of the 1966 final, has an ABV (Alcohol by Volume) of 4.2%.

Senior brand manager Emily Prince said: “Bobby Moore’s appeal goes beyond team affiliations and we believe ‘Bobby’ can be the definitive beer for football fans, whoever they support.”

The beer was developed in conjunction with creative agency Brandpool and the producers of the movie Bobby, which launched this summer and honours the iconic player. The film tells the story of the life of Bobby Moore through his family, friends and fans, including Pele, Sir Geoff Hurst, Harry Redknapp, Ray Davies, Ray Winstone and Russell Brand, mixed with previously unseen archive footage.

The look for the pump clip and beer mats was inspired by the movie logo.

Inside Greene King's Westgate brewery.

Inside Greene King's Westgate brewery. - Credit: Archant

John McWilliams, joint creative director of Brandpool: “We’re thrilled to help create a beer honouring a genuine sporting hero.”

The beer will be available from Saturday, in time for the start of the new football season.