Greene King launches experimental brews in Tesco

17 October, 2014

Greene King has teamed up with Tesco to release four bottled beers designed to cater for growing interest in specialist brews and new flavours.

The Suffolk brewer set up a 30-barrel “innovation brewhouse” called St Edmund Brewhouse last November, to make small batch, limited edition and experimental brews.

Brewmaster Craig Bennett worked with Tesco development manager Danielle Jack to create four beers with “a fusion of new flavours and brewing styles designed to bring drinkers fresh experiences and tastes to discover”, according to Jack.

The beers, branded under the name Metropolitan Brewing Company, are Big Bad Wolf IPA (6% abv), Optical Infusion golden ale (5.5% abv), Brew T amber ale brewed with jasmine green tea (4.5% abv) and Under Currant pale ale (5% abv).

They are to launch on October 27 with an introductory offer of £1.25 per 33cl bottle, before moving to a standard price point of £1.79.

Bennett said: “These four unique and bespoke brews gave me the opportunity to truly innovate and experiment, allowing me to really push the boundaries with new techniques and ingredients. 

“The beers provide a true taste experience for the consumer. Each one is a big bold statement, loaded with character and taste, but extremely well balanced and very moreish. They each hold their own as individual beers, but also complement each other as a range of innovative and unique products.”  

Jack added: “Each of the beers has its own character which is unique and the quirky names reflect the individual style of the products. There is something for every taste profile and I look forward to hearing the customer feedback when the beers arrive on shelf. ”

Tesco beer buyer Chiara Nesbitt said: “Tesco has seen a growing trend for consumers experimenting with the styles of beers they are buying. By introducing these new beers, we are widening the range and providing a greater breadth of craft beers for our customers. This collaboration is a continuation of the great work we have done with Greene King over the past few years.”

Greene King sales director for retail Neil Jardine added: “The new beers are the first releases in what is an exciting collaboration with the UK’s number one retailer. We jointly agreed to develop a range of beers under our Metropolitan brand that will offer Tesco customers something unique and exciting. Our brewing heritage, provenance and expertise were all very important in bringing these beers to market.”




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