30/03/05 - Greene King Brewing Company is launching a new style beer
CONTINUING its crusade to make beer the perfect accompaniment to food, Greene King Brewing Company is launching a new style beer and bottle which significantly moves away from the traditional look and image for beers.
The distinctively shaped, clear 750ml and 330ml size bottle is now available for the on and off-trade throughout the country.
The label features a distinctive fork logo which shouts dining experience beause the bottle and design were balanced to allow beer cues such as the Greene King mark, as well as wine cues in terms of the bottle shape, to be communicated in a stylish way.
The beer is the only one especially brewed to complement food.
It is light in taste and less gassy than other beers and in trials it particularly appealed especially to women.
Trials of the beer have been taking place in pubs and through selected Sainsbury’s stores for 12 months.
In research, consumers were happy to embrace the concept of beer and food, and believed the design was appropriate for the dinner table.
Rooney Anand, managing director of Greene King Brewing Company said: "Our Beer To Dine For Brand has performed incredibly well in trials attracting a new audience and is seen as a real alternative to wine.
"The product is the result of extensive research and sampling. We believe that our campaign truly encourages the notion that beer can be drunk with food."
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