Greene King is revamping its IPA brand and splashing out £4m on a marketing push in a bid to modernise the image of the ale category.
Two new brews are being added to the range in 500ml bottles: 4.1% abv IPA Gold, a golden ale aimed at younger drinkers, and 5.4% abv IPA Reserve for premium ale aficionados. The brewer is also rolling out IPA Smooth in a 4x440ml can, and rebranding the entire IPA range.
The activity and new TV campaign Crafted For The Moment are aimed at 25- to 34-year-old men who are discovering ale.
“This will help make the category more relevant to new drinkers coming into ale for the first time,” said Greene King MD Euan Venters.