Greene King teams up with Radio X for ale launch

0
Drinks: Beers, Drinks

Musicians have been warbling their way into the drinks industry in increasing numbers of late, from Pink’s Santa Barbara wines to The Pogues’ Irish whiskey.

The beer category has Iron Maiden’s Trooper Ale and Status Quo’s Piledriver, although neither are particularly head-banging as they weigh in at 4.3% abv and 4.7% abv respectively.

Now a radio station is getting in on the act as Radio X – fronted by Chris Moyles – has teamed up with Greene King to launch another sessionable brew.

The 4% pale ale is called Amplified and was unveiled this week by Moyles himself at a Greene King pub in London.

It will be available in 700 pubs this summer and 20p from every sale will go to Make Some Noise, the charity run by Radio X’s owner, Global.

It ties in with a Greene King campaign called Summer of Sound, designed to promote live music in pubs.

It is running a competition called Live at your Local and offers drinkers the chance to win £5,000 in cash, their weight in beer and a recording studio session if they can prove they are the next big thing. And if they become the next big thing, they will probably launch a beer at some point, and we will keep you abreast of any developments there.

‘With news of live music venues closing all over the country, we are launching Summer of Sound to demonstrate our commitment to ensuring the pub remains a hub for live music,’ Sue Thomas-Taylor, brand director for Greene King Locals, said.

‘From the Arctic Monkeys to Ed Sheeran, pubs have played an important part in launching some of the world’s biggest artists, and our Live at your Local competition will not only provide great entertainment to our guests, but also provide local talent with a chance to shine.

‘The launch of Summer of Sound was a great success, and we were delighted that Radio X’s Chris Moyles was able to join us in unveiling the Amplified ale and officially pulling the first pint.’


While you’re here:
As part of our ongoing desire to develop and improve Imbibe we’d love to get your views on us and media in the on-trade. Below is a link to a survey that if you can, will take you around 10 minutes to complete. In appreciation of your time and opinion everyone who completes the survey will be entered into a Prize Draw with a chance to win one of five £100 Amazon vouchers*. Surveys will need to be completed by 5pm on 26th May to qualify for the Prize Draw. https://www.research.net/r/Imbibesurvey
We really appreciate your time and assure you that your comments and answers will only help to make Imbibe the magazine and website you really want! Thanks The Imbibe Team *Full T&Cs can be found by clicking this link

About Author

Imbibe Editorial

With a core team that includes Chris Losh, Julie Sheppard, Holly Motion, Laura Foster, Isabella Sullivan, Sonja van Praag, Simon White and Mark de Wesselow, and an impressive roster of columnist bartenders, sommeliers and specialist journalists, Imbibe collectively boasts hundreds of years of on-trade drinks industry experience and knowledge.

Leave A Reply