Greene King IPA gets refresh

Greene King has launched an advertising strategy to give its Indian Pale Ale (IPA) brand a more contemporary image as it looks to boost the appeal of the real ale category to younger consumers.

IPA

In its first TV advert since 2010 the brewer will introduce the new strap line ‘Crafted for the Moment.’

The advert is set in Greene King pub, The Hornsey Tavern in North London, and promotes the idea that it is the setting, the people and the detail from those who serve the ale that make drinking occasions memorable.

The soundtrack to the ad has been produced by 18-year old artist, Jake Bugg.

Greene King, also the owner of the Abbot Ale and Ruddles County brands, will debut the TV spot on ITV1 and ESPN during the first FA Cup Semi Final next month (14 and 15 April).

The brewer has launched Greene King IPA Gold, a 4.1% golden ale aimed at younger drinkers and Greene IPA Reserve, a 5.4% “full-bodied” ale, as part of a wider £4m strategy to make the ale category more accessible to all ages in the UK.

The move follows a year-long study of 8,000 drinkers by Greene King, which identified that the category is increasingly attracting younger consumers, despite its consumers being primarily older.

The company claims the “younger consumer is becoming more important to cask ale volumes, especially 25 – 34 year old males where their share has grown by 19%.”

Euan Venters, managing director at Greene King Brewing and Brands believes the campaign could prove to be a watershed moment in the history of cask ale.

He adds: “The traditional cask consumer remains at the heart of our brand but we also want the advertising and range extensions to help make the category more relevant to new drinkers coming into cask.

“That’s why we’re embracing our role as market leader and investing so heavily behind Greene King IPA. It’s a big commitment, but one we’re proud to be making because we truly believe ale is set for even bigger things.”

The campaign was developed by creative agency Grey London.

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