Golden ale is growing at 10% year-on-year in value terms and is growing at triple the rate of other premium bottled ales (Symphony IRI, February 2013).
Greene King has launched a 6x500ml Golden Beer Collection features two bottles each of the Suffolk brewer’s popular brands Old Golden Hen, Greene King IPA Gold and St Edmunds.
It has also launched a four-pack of Old Golden Hen cans.
Retail sales director Neil Jardine hopes retailers will place its golden ales on display units.
He said: “The segment is particularly important within the category as we know golden ales are a great recruiter into ale for lager drinkers looking for more flavour.
“If we can get it away from the standard fixture - near the tills or near dairy where nearly all shoppers go - then it will drive impulse purchases. Independents might have a stand, or if space is tight it could go near the till.
“To drive sales we are looking at coupons, loyalty cards, on-pack activity and in-store tasting to promote it.
“In the total alcohol market there aren’t many parts in growth – you can count them on one hand – so it is really worth promoting.
“Last year there was plenty of activity to link with and support with the summer of sport and Royal celebrations. This year looks rather quiet in comparison, so we are looking to focus on the summer season in general by getting behind golden ales with our new Love Golden Beer campaign.”
At Tesco golden ale is experiencing 40% year-on-year growth and ale buyer Chiara Nesbitt said: “Having had a record year last year in terms of sales of British products following the excitement surrounding both the Jubilee and Olympics, it is very important to keep the momentum going.
“The majority of the ales we sell at Tesco are British and an event like the Golden Summer would encourage more experimentation and discovery within the range.”