Greene King Brewery has struck gold again with more multiple wins at the International Beer Challenge this year with the brewer’s latest craft brews securing great results.
Greene King has secured four medals at the global awards, including the top scoring trophy award for the Best Can Design for Level Head Session IPA. The legendary beer was one of 3.5% of entries to secure trophy status for its design.
Prior Life and Hazy Day also secured silver, which was only awarded to 21% of entrants, in the Best New Launch design category, with Hazy Day also taking a bronze medal for taste in its respective category.
The International Beer Challenge aims to reward and promote beers from around the globe, providing the perfect platform for brewers to raise the profile of their beers to both trade and consumers. There are over 80 different categories of beer that reflect the diversity in brewing today, with entrants from 30 countries.
In 2022, Greene King launched its craft portfolio including Level Head, a session IPA, which embodies Britain’s eccentric past, but is designed for the modern-day drinker. Greene King’s craft portfolio plays homage to centuries worth of brewing heritage and continues to bring to life the historical legends and myths of Bury St Edmunds. Each of the beers incorporate vibrant colours, bringing the stories to life through a bold and eye-catching approach.
Securing top results in design, Level Head is a 4% delicately balanced session IPA. The name and design of the beer are a nod to the legend of St Edmund, the brewery’s hometown’s Patron Saint, who was beheaded by Vikings in 869. St Edmund’s head was miraculously reunited with its body by a ghostly wolf and his sainthood was secured.
Launching earlier this year into the market, and securing two awards in both taste and design at the awards, Hazy Day is a 4.3% fruity IPA, with orange, citrus and tropical notes. The inspiration for the name dates back to the 16th Century in Bury St Edmunds, for those who were convicted of minor crimes were sentenced to a day in the pillories. With clouded judgement & a hazy sense of morality, locals would come to heckle, goad, and even throw things at the miscreants.
Also launching at the beginning of this year, Prior Life is a 3.4% easy drinking all day IPA with mellow tropical notes and citrus aroma. The sessionable ale is a tribute, in both name and design, to the original Bury St Edmunds master brewers, the Benedictine monks, whose ghosts are said to still walk the brewery’s hometown Abbey today.
In August, Greene King also secured top results at the World Beer Awards, with Prior Life securing the country winner and gold in the Session IPA category, as well as Level Head securing bronze in the category.
Will Hemmings, marketing director for brewing and brands at Greene King, said: “It’s brilliant to see us securing awards for the design of our craft beers following the success last month with Prior Life. We understand consumers also buy with their eyes and so we have put a lot of thought into how our beers show up. We are proud of the craft portfolio and the storytelling of our vibrant craft beers and it’s great to see how far we have come in two years since the initial launch of the portfolio.
“We are passionate about creating beers that look and taste great and we continue to invest and develop in all areas of our portfolio providing consumers with a wide range of quality styles and flavours to enjoy.”
Level Head, Prior Life and Hazy Day are available in multiple retailers and venues across the country.
