Brewer goes barmy over cricket

With the domestic cricket season and international cricketing summer underway, British brewer Greene King and cricket’s most passionate supporters’ club, the Barmy Army, have teamed up to launch a new partnership – and a new beer.

The agreement will see Greene King IPA and the Barmy Army working together to help cricket fans make the most of the 2017 season highlights, which include the ICC Champions Trophy, the ICC Women's World Cup and two separate series against the West Indies and South Africa.

The collaboration starts with a limited-edition golden beer, ‘Barmy Army IPA’, which will be available in pubs across the country until the end of September. The easy-drinking 3.7% golden ale, launching in cask and 500ml bottles, delivers tropical, citrus and spicy notes and was created with the help of the Barmy Army team who visited the Westgate Brewery to develop the recipe with Greene King brewers.

Specially selected pubs and bars across England will also become must-visit destinations for Barmy Army members and other cricket fans to soak up the atmosphere during the summer’s Test Matches – and more on trade activities and promotions, including social competitions, are planned as well.

George Johnston, Greene King brewing and brands marketing director, said: “Our investment in cricket is well known, from Greene King IPA being the official beer of England Cricket to our support of community clubs raising funds for new facilities and kits.

“With our shared passion for the sport, we can think of no better partner for the season than the Barmy Army and we are delighted to work them to bring fans together over great beer and a great atmosphere during an exciting summer of cricket.”

Paul Burnham, co-founder of the Barmy Army, said: “Greene King is a strong supporter of England cricket, and they make great beer - they are the perfect partner for us.”