Greene King will abandon the off-trade market after selling its Old Speckled Hen family of beers.
The Suffolk brewer and pub group revealed this morning it had sold off the brand to Estrella Damm’s UK arm, Damm UK. It will be the first traditional British ale brand owned by Damm.
Old Speckled Hen sales account for over 50% of Greene King’s off-trade sales, but volumes have suffered in a wider decline in the cask ale market. NIQ statistics for the year to 18 April 2026 showed an 11.2% decline in the brand’s volumes, with till sales value down 7.6% to £37m.
The pub group will now focus on the on-trade and “strengthen the link between [its] pubs and its beers”, as part of a new brewing strategy to grow market share in pubs.
Greene King CEO Nick Mackenzie told The Grocer the group was “proud” to have built Old Speckled Hen into one of the nation’s favourite beers over the past 25 years.
“We are grateful to the off-trade retailers for their support,” he added.
“We are delighted to have secured a partner in Estrella Damm brewer Damm UK who will continue to brew the ales in the UK. We look forward to working closely in partnership with Damm and seeing OSH’s future success under their ownership.”
The brand will continue to be brewed at Greene King’s Westgate Brewery during a transition period, before brewing moves to Damm’s Eagle Brewery in Bedford. The Eagle Brewery previously brewed several ale brands for Carlsberg Marston’s before it was sold to Damm UK in 2022.
Old Speckled Hen’s brands will continue to be sold in both off- and on-trade locations following the sale to Damm UK.
Damm UK managing director Luke White called the brand an “icon” of British ale, and added he looked forward to working closely with Greene King to ensure “continued success for the brand” in its transition period.
“The brand not only complements the current portfolio range by adding another category to our offering but it also reconnects the Damm Eagle Brewery to its historic British beer and ale production roots,” White said.
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