How Greene King plans to shake off its ‘dad’ image with an £8m premium push
Greene King spent £250,000 researching the barriers between its brand and younger consumers and found its product range wasn’t resonating. Marketing director Will Hemmings believes craft beer could be the solution.
Brewer Greene King is hoping to shake off its reputation as a pub chain for “dads” and create more relevance with consumers in their 20s and 30s, as it makes a move into the premium craft beer category.