Greene King hails summer of football

Greene King is launching its seasonal summer cask range alongside a programme of football-themed activations designed to support pubs through a busy summer of sport. 

The latest seasonal line-up has been developed for the summer months, focusing on flavour forward, sessionable beers aimed at driving choice and flexibility at the bar throughout the warmer months. 

Returning for May and June is Hopping Special, a 4.2% ABV amber ale brewed with five malts and late and dry hopping. The beer delivers soft tropical fruit and citrus notes and is a returning seasonal favourite as the weather starts to get warmer. 

Running from May through to the end of August, Greene King will also offer a 4% ABV summer golden ale. Brewed for easy drinking, it features citrus and tropical fruit characters and is designed for summer sessions. Independent venues will receive the beer with three interchangeable pump clip designs to tailor presentation to their audience and calendar. 

• 4-4-Brew – a football-themed design pump clip aligned to the big summer tournament
• On The Bounce – a pump clip inspired by the annual tennis championships and the wider sporting calendar
• Brightside – a pump clip designed with hot weather and pub gardens in mind. 

Alongside the seasonal range, Greene King will roll out a series of football and matchday-focused activations for free trade customers, including pub decorations, fixture posters, branded point of sale and football-themed merchandise aimed at driving footfall and engagement. 

In Scotland, Belhaven Brewery will support independent pubs with activity centred on its new lager, Belhaven Belter, highlighting the brewery’s heritage while offering a crisp, refreshing option for summer social occasions and live sport. In the Belhaven managed pubs there will also be branded drip mats, bunting and Belhaven t-shirt giveaways for guests who enjoy a pint of Belter during the tournament. 

Within Greene King managed pubs, the keg session IPA Level Head will be temporarily rebranded as Level Header for the duration of the tournament. The limited-time change will be supported by football-themed keg collars, in-pub digital screens to enhance visibility during matchdays and limited-edition Level Header 330ml bottles in selected sites. 

Greene King managed sites will also receive tailored pump clips for the 4-4-Brew cask beer, designed to reinforce the overall experience for Greene King pubs and create theatre around key fixtures. 

Together, the seasonal range and activity form part of Greene King's wider programme, aimed at supporting pubs with relevant range, visibility and activation during a key trading period. 

Amina Ali, brand manager at Greene King, says: "Summer is a key trading period for pubs, and this year we’ve brought together a range of refreshing seasonal cask beers with activity built around major sporting moments, which offer a great opportunity to drive footfall. From returning favourites like Hopping Special to easy-drinking summer ales, everything has been designed to help pubs build atmosphere, drive engagement and give guests more reasons to visit and enjoy a pint throughout the summer.”