Greene King has announced its 2024 calendar of seasonal cask releases after a 42% rise in sales of the limited edition beers last year.
The Fresh Cask Releases calendar provides pubs with rotating styles and flavours. This year will see 13 beers served.
The calendar kicks off with Fireside, the 4.5% ABV ruby winter ale. It offers a mellow fruity finish and grapefruit and lemon citrus characters. An addition of black malt gives a balance of warmth and refreshment.
Making a return for February, and into March, is the rugby-inspired, Scrumdown. The 4.1% ABV golden ale is fragrant and easy drinking designed to be enjoyed while watching live rugby in the pub.
Insights show that the annual Six Nations rugby tournament drives significant sales growth in the on-trade for beer. Cask ale, in particular, saw a 56% increase in value rate of sale versus the national average last year for the opening weekend games.
Each of the seasonal cask beers in the calendar – apart from Rocking Rudolph at Christmas will also be available in pins (36-pint units) following the launch of this format by Greene King last summer.
The launch of pins has also proven to have had a great impact on growing cask stockists. They give pubs which may not have the large footfall for ale they once did the opportunity to offer a number of different styles beers.
“At Greene King, our heritage is embedded in the craft of cask beer, and we continue to celebrate and take pride in the beer and drive its uniqueness,” said head brewer Jake Palmer.
“We’re really excited to launch the new seasonal calendar for cask this year. With our carefully created selection of styles and flavours that have been allocated to suit the time of year, pubs can be confident that it’s something their guests will enjoy.”
