Greene King Brewing and Brands will be launching its new craft beers Flint Eye and Level Head, into Tesco and Sainsbury’s this month, following a successful launch in Waitrose and Morrisons.
Level Head, a session IPA (4% ABV), and Flint Eye, a dry hopped lager (4.5% ABV), will be available in cans in supermarkets across the UK from March.
The two craft beers, launched in July last year, are a vibrant homage to Greene King’s 200 years of brewing heritage and the historical myths and legends of Bury St Edmunds, the home of the Greene King brewery, and are designed for the modern-day drinker.
The brewer will also be investing £10 million into the launch of the craft beers over the first two years, including an advertising campaign to drive further brand visibility through billboards, digital display, social media, and video on demand.
Greene King’s dry hopped lager, Flint Eye, combines peach aromas and taste with subtle pine notes, creating a crisp and refreshing beer that has a delicate balance of flavours. Flint Eye celebrates the Neolithic flint tipped arrows that are still found today in the farmer’s fields in the brewery’s hometown.
Level Head is a session IPA that is light in body, but slightly dry with a medium bitterness and pithy aftertaste and has an aroma sitting somewhere between tropical and grapefruit notes. The Session IPA’s name is 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.
The craft beers will be sold in packs of 4 x 330ml cans, starting at £5 for the launches into Tesco and Sainsbury’s.
Alex Radcliffe, Marketing Controller at Greene King said: “We are thrilled to see Level Head and Flint Eye available on the shelves in Tesco and Sainsbury’s supermarkets across the UK and we can’t wait to see them being enjoyed by our consumers at home.
“The craft and heritage of these beers are what makes them unique and different from other craft beers, as we combine our centuries worth of expertise to create distinct flavours that resonate with the modern-day craft drinker. We look forward to seeing our distribution continue to grow and more and more people enjoying Level Head and Flint Eye.”
Level Head and Flint Eye are currently available in Waitrose, with Level Head also in Morrisons stores, across the UK.
