Greene King has invested GBP4m (US$6.4m) in rebranding and promoting its flagship IPA ale in the UK, while launching two offshoot beers in a bid to capture younger drinkers entering the category.
UK: Greene King invests GBP4m in IPA push, launches two offshoot beers
Greene King has invested GBP4m (US$6.4m) in rebranding and promoting its flagship IPA ale in the UK, while launching two offshoot beers in a bid to capture younger drinkers entering the category.