Greene King Brewery is launching two new craft beers, Hazy Day and Prior Life, into the market this month because it appears to be like to develop its craft portfolio additional.
Launching in February, Hazy Day, a fruity IPA (4.3% ABV), and Prior Life, an All Day IPA (3.4% ABV), comply with the launch of Greene King’s craft portfolio in 2022, with Degree Head and Flint Eye, and proceed to play homage to the brewer’s 200 years of brewing heritage and the historic myths and legends of Bury St Edmunds.
Hazy Day is a easy, fruity hazy IPA, with orange, citrus and tropical notes. The inspiration for the identify dates again to the sixteenth Century in Bury St Edmunds, for individuals who have been convicted of minor crimes have been sentenced to a day within the pillories. With clouded judgement & a hazy sense of morality, locals would come to heckle, goad, and even throw issues on the miscreants. Hazy Day is an unlawfully scrumptious beer filled with tropical flavours.
The eternally gentle Prior Life is a simple consuming All Day IPA with mellow tropical notes and a citrus aroma. This beer is a tribute to the unique Bury St Edmunds grasp brewers, the Benedictine monks, whose ghosts are mentioned to nonetheless stroll the Abbey right now. Prior Life is as divinely fruity because the low energy beer the monks would drink litres of each day, because it was safer than water on the time.
Each craft beers will probably be launching in Tesco shops nationwide in February, with plans to develop distribution in each the on and off commerce all through the primary 12 months.
Aiming to increase its craft portfolio, Greene King noticed the rising attraction in Hazy IPAs over the previous couple of years with their distinctive look and burst of tropical and fruity flavours. With its distinction from the clear and bitter traits historically related to IPAs, it isn’t a shock why the smoother, juicier fashion has gained consideration.
Concurrently, All-Day IPAs have grown in curiosity, reflecting a client shift in direction of sessionable beers that keep the hop-forward profile of IPAs with out the excessive alcohol content material, and Prior Life is essential to the portfolio in offering a top quality craft beer with a aggressive value level inside the market.
Matt Starbuck, Manging Director at Greene King mentioned: “We launched our craft portfolio just below two years in the past and we’ve got seen an awesome response to the beers, so naturally we wished to create much more tasty craft beers for our customers to discover.
“Taking perception from client tendencies we labored with our brewers to craft two scrumptious beers with thrilling tales to inform and we’re pleased with the work that has gone in to creating Hazy Day and Prior Life.
“It’s the centuries price of brewing experience and the myths and legends behind our portfolio that makes all the beers distinctive, and we are able to’t anticipate folks to benefit from the distinct flavours that may resonate with the modern-day craft drinker.”
The brand new craft beers will probably be offered in packs of 4 x 330ml cans, launching first in Tesco shops, with Prior Life being unique to the grocery store chain. Hazy Day may even launch into 45 Greene Kings pubs in February and Prior Life will begin to be seen in venues by summer time, with the brand new beers anticipated to develop in each markets all through 2024.
Hazy Day and Prior Life may even be accessible on the Greene King On-line Store right here: https://store.greeneking.co.uk/collections/craft-beer.
For Hazy Day, the total checklist of Greene King pubs stocking the brand new craft beer could be discovered beneath:
Medical doctors Tonic (Welwyn Backyard)
Cock & Pye (Ipswich)
White Hart (Biggleswade)
Coach Home (St Neots)
Through Fossa (Nottingham)
Golden Lion (York)
George (Bexley)
Jolly Sailor (Poole)
Richmond Arms (Bournemouth)
Baron Of Beef (Cambridge)
Teddington Arms (Teddington)
Trevor Arms (Chorlton-Cum-Hardy)
Coach & Horses (Mayfair)
Rose & Crown (Mayfair)
Three Crowns (Piccadilly)
Bear & Ragged Employees (Kenilworth)
Copper Pot (Leamington Spa)
George Abbot (Guildford)
Butchers Hook (Fulham)
Coopers (Glasgow)
Black Bull (Edinburgh)
George (Belsize Park)
Medical doctors (Edinburgh)
Ye Olde Rose & Crown (Greenwich)
Greyfriars (St Andrews)
Malthouse (Birmingham)
Olde Cock (Holborn)
Purple Lion (Moorgate)
Skyrack (Leeds)
Coach & Horses (Soho)
Frog & Parrot (Sheffield)
Outdated Fields (Southfields)
Salt Quay (Rotherhithe)
Roebuck (Richmond)
Ship Anson (Portsmouth)
Station (Hove)
Bell Inn (Nottingham)
Chelsea Potter (Chelsea)
Outdated Dairy (Finsbury Park)
Regent (Chapel Allerton)
Mount Radford (Exeter)
Packhorse & Talbot (Chiswick)
Finery (London)
Anchor Lodge (Horsham)
Imperial (Soho)
The put up Increasing Legends: Greene King Unveils Thrilling Craft IPAs appeared first on Bar Journal.
