Sue Thomas-Taylor, brand director for Greene King Locals, with Radio X presenters Chris Moyles (left) and Dom Byrne
The new ale was officially unveiled at the Salisbury pub, in London, by Radio X presenter Chris Moyles.
Amplified, which is a 4% ABV pale ale with punchy citrus and grapefruit flavours, will be available in more than 700 pubs from Friday, May 26, for the summer, and 20p from every pint sold will go to Global’s Make Some Noise charity.
Alongside the release of Amplified, Greene King will also be working with Radio X to host a music pub quiz broadcast nationwide live.
To take part in the quiz and be in with a chance of winning £3,000 cash, quiz teams need to be in a participating Greene King pub on Thursday, July 27.
Greene King teamed up with Radio X to release the Amplified ale as part of the pub company’s Summer of Sound, a three-month campaign to promote live music in pubs.
The campaign also includes a nationwide search for the UK’s next great musician. The Live at your Local competition will see contestants perform at their local to win a place at the live final to be held at the Indigo at the O2 London, and be in with a chance of walking away with £5,000 cash, their weight in beer and a recording studio session.
Sue Thomas-Taylor, brand director for Greene King Locals, said: “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.
“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.”