Greene King Brewery is launching two new beers into the retail market this month, Double Header and Imperial IPA, as the brewer continues to grow its market leading portfolio.
Launching later this month, Double Header is a 6.4% ABV double dry-hopped IPA. Doubling down on Greene King’s Level Head IPA, Double Header is a nod to the naming of Greene King’s hometown, Bury St Edmunds’ patron saint. In 869 King Eddie was beheaded by invading Vikings, before locals say a ghostly wolf reattached his head to his body, and a saint was born.
This perfectly executed Double Dry Hopped IPA is a fruity beer with citrus and tropical flavours, offering a juicy intensity and a medium bitterness for a balanced, full-bodied finish.
Double Header is the newest addition to the brewer’s craft portfolio, which was launched in 2022 and embodies Britain’s eccentric past. However, each beer is designed for the modern-day drinker.
Also launching into the market at the end of March is Imperial IPA, a 6% ABV beer brewed to a higher strength to reflect the original 19th-century style of IPA. The beer has a sweet malty taste and aroma with floral, tropical fruit and toffee notes.
The inspiration for this beer is also rooted in Greene King’s heritage, dating back to 1799. To celebrate its rich history, the brewer created this new beer using a recipe discovered in the Greene King archives, which hold records of ledgers, old recipes and brewing artefacts.
Both Double Header, in 440ml can format, and Imperial IPA, in 500ml single bottle format, will launch in late March in Morrisons with further rollouts to follow.
Greene King offers a wide variety within its portfolio and continues to innovate with new products providing a diverse range of beers for consumers that appeal to different drinkers’ preferences and engage new and loyal brand supporters with exciting beers to enjoy.
Matt Starbuck, managing director for brewing & brands and group supply chain at Greene King, said: “We continue to innovate in brewing and are constantly looking at trends and customer demand in the beer category to ensure we have a strong portfolio to offer consumers and in the formats they are looking for.
“We are excited to launch two very different beer styles with different propositions into the market. What they both have in common is that they are backed by over 200 years of brewing knowledge and expertise, celebrating the history and pride we have for brewing beer.”
