Greene King teams up with Radio X for ale launch

Imbibe Editorial

Imbibe Editorial

19 May 2017

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.'

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