Greene King's new IPAs win top awards
Added: Wednesday, April 10th 2013
Greene King's new IPAs win Monde Selection awards
Greene King IPA Reserve has been awarded Grand Gold -- the renowned quality mark’s highest honour -- and IPA Gold has won Gold -- and success for both beers comes just a year after being launched.
Chris Houlton, Managing Director Greene King Brewing and Brands, said: “The pleasing thing for us about these awards is that they clearly demonstrate our commitment to quality and the care and attention we put into crafting our beers. We are incredibly proud of the Greene King IPA range, so it’s excellent to see both brand extensions being recognised at the highest level.”
At 5.4% ABV, Greene King IPA Reserve is aimed at premium ale aficionados looking for distinctiveness and a beer to savour.
At 4.1% ABV, Greene King IPA Gold is a golden ale aimed at younger drinkers and those looking for a refreshing alternative to lager and cider.
The awards come as Greene King IPA’s "Crafted for the Moment" advert returns to the nation’s TV screens as part of a £4m campaign to widen the appeal of ale and attract more drinkers.
Additionally, eight ads featuring the UK’s number one premium ale Old Speckled Hen are also scheduled as the Suffolk-based brewer aims to spark a more relevant image for the category. Old Golden Hen became the third and final member of the Old Speckled Hen family to win a Monde Selection Award when it was honoured last year.
Monde Selection tests consumer goods from all over the world before awarding bronze, silver, gold and grand gold quality labels. These can be compared to the quality stars of a hotel or those of the Michelin Guide.
Nearly 3,000 products are tested each year by a panel of more than 70 independent judges, including Michelin starred chefs, members of the French Culinary Academy, brewing engineers, university lecturers, nutrition and health consultants and chemical engineers.
This year’s Monde Selection Awards will be presented during a ceremony in Stockholm on 31 May.
IPA Gold has a tropical fruits, mangoes and spices aroma and flavour from the use of Savinsjki hops from Slovenia. The hops are added as a "late hop" during the copper boil and also in the fermenting vessels. The finished beer has a rich fruit and spices flavour and a dry finish.
IPA Reserve is based on an 1820s recipe. It has a burnished copper colour from Tipple pale malt and darker grains. Styrian Goldings hops give powerful orange and grapefruit notes along with rich biscuit malt. The finish is dry and hoppy.