Greene King adds Very Special IPA
Published:  29 October, 2010

Greene King is adding a high-strength IPA to its bottled ale range.

Very Special India Pale Ale – which clocks in at 7.5% abv compared with the

3.6% of the Greene King IPA brand – is being released to coincide with the 200th anniversary of the first curry house opening

in Britain.

Head brewer John Bexon said the aim had been to produce a beer that reflected the original 19th-century style of IPA made for ex-pats in India. This was heavy in hops, which acted as a preservative on the long sea voyage.

“By creating the right combination of quality hops, single white malt and locally grown barley, we have managed to produce a beer that is true to the original style and strength, but beautifully balanced to suit the modern ale drinker,” he added.

The bottled ale category was thriving, added take-home and export director Neil Jardine. “It is attracting more loyal shoppers and is outperforming lager, spirits and wine,” he said. “Sales of stronger ales have grown by 35% year on year and Very Special is a response to this demand for wider choice.”?Very Special India Pale Ale is sold in 35.5cl bottles and has listings in Waitrose and Tesco.

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