Greene King leads the way with lower strength beer for the midweek drinker

7 November, 2011

Cask ale fans looking for the ultimate in light refreshment are expected to raise a glass or two to the imminent arrival of a new lower strength beer from the country’s leading cask ale brewer Greene King.

At 2.8% ABV, Tolly English Ale is expected to get the thumbs up from after-work drinkers and those looking to cut down on their alcohol intake.

With recent research showing that 14% of consumers are now drinking less than they used to for health reasons and nearly a third (29%) saying they would be interested in seeing a wider range of non-alcoholic and lower strength beer and wine, Tolly is being positioned as the perfect choice for those looking to strike a balance between a midweek treat and moderation[1].

Available in selected Greene King pubs from October, the new brew has proved extremely popular in trials, particularly among those looking for lighter refreshment without compromising on taste or quality[2].

Crafted using a blend of carefully-selected malts and hops, as well as water from the chalk wells below its Suffolk brewery, Greene King’s Head Brewer John Bexon has spent 18 months perfecting his latest brew in response to a clear consumer demand.

He said: “The extensive trials we ran in our pubs showed us that introducing a quality lower strength beer would open up the category and make cask an attractive option for those looking to enjoy the great taste of a freshly-brewed proper pint without having to worry about it being too strong. That’s why we believe Tolly will be so popular with consumers because it offers them the best of both worlds.”

The name of the new brew revives the classic English Tolly Cobbold brand which was once famed for its quirky range of original beers. A reference to England’s brewing heritage, it also reflects the lower-strength beers historically enjoyed by beer drinkers across the country.

[1]      Mintel Drinking Out of the Home Report UK– August, 2011

[2]      Greene King trials across managed pubs division, Feb - May 2011

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