Greene King is extending its booming Hen beer brand with a hoppy pale ale.
Old Hoppy Hen - a 4.2% ale designed to appeal to younger beer fans - will be joining Greene King’s existing products including Old Speckled Hen and Old Golden Hen when it rolls out exclusively to Tesco this month.
Sales of the overall Hen family have grown 20% in the supermarkets to £44.3m year on year [Nielsen 52 w/e 1 March 2014], with Golden Hen up 131% to £4.4m, and vintage ale Crafty Hen up 65% to £4m.
The launch has been inspired by innovation in hoppier beers in the US craft beer category, and Old Hoppy Hen offers grapefruit flavours through the use of American Chinook hops. The beer also contained pale and crystal malts and was best served chilled, said Greene King.
“Previous additions to the range show innovation is key when looking to attract new drinkers to the category,” added Greene King brewing and brands marketing director Dom South. “Old Golden Hen has been the most successful new ale launch in the last six years and we are confident Old Hoppy Hen will be as popular.”