Greene King is investing heavily in its IPA cask beer brand in a bid to bring people back to UK pubs in "tough economic times".

Greene King IPA has been given a new look to "widen its appeal to drinkers across the country" and get them back into pubs, the company said today (21 November).

The new look focuses on the ale's origins, with the campaign revolving around the company's brewery in Bury St Edmunds.

"We are holding our nerve in this difficult environment, continuing to invest in Greene King IPA at a time when you might expect us to be cutting back," said Greene King's Justin Adams. "By maintaining its success, we'll be helping to sustain the improved performance of the cask sector.  It is crucial for pubs to use every single tool and every single point of difference they have to keep their pubs busy - and cask beer offers them a fantastic opportunity.

"Our investment in a new look for Greene King IPA is all about that crucial support to licensees."