Greene King will be launching new craft beers Flint Eye and Level Head into Tesco and Sainsbury’s this month, following launches in Waitrose and Morrisons.
Level Head, a session IPA (4% ABV), and Flint Eye, a dry-hopped lager (4.5% ABV), will be available in cans in supermarkets across the UK from this month.
The two beers, launched in July last year, are a homage to Greene King’s 200 years of brewing heritage and the historical myths and legends of Bury St Edmunds, the home of the Greene King brewery.
The brewer is investing £10m into the launch of the beers over their first two years, including an advertising campaign via billboards, digital display, social media, and video on demand.
Flint Eye combines peach aromas and taste with subtle pine notes, creating a crisp, refreshing beer with a delicate balance of flavours. The name celebrates the Neolithic flint-tipped arrows that are still found today in the farmer’s fields in the brewery’s hometown.
Level Head is a session IPA that is light in body, but slightly dry with a medium bitterness and pithy aftertaste. It has an aroma sitting somewhere between tropical and grapefruit notes. The name is a nod to the legend of St Edmund, the brewery’s hometown’s patron saint, who was beheaded by Vikings in 869. St Edmund’s head was miraculously reunited with his body by a ghostly wolf, and his sainthood was secured.
Alex Radcliffe, marketing controller at Greene King, said: “The craft and heritage of these beers are what makes them unique and different from other craft beers, as we combine our centuries worth of expertise to create distinct flavours that resonate with the modern-day craft drinker.
“We look forward to seeing our distribution continue to grow and more and more people enjoying Level Head and Flint Eye.”
