Greene King Brewery is launching two new craft beers, Hazy Day and Prior Life, into the market this month as it looks to grow its craft portfolio.
Launching this month, Hazy Day, a fruity IPA (4.3% ABV), and Prior Life, an all-day IPA (3.4% ABV), follow the launch of Greene King’s craft portfolio in 2022, with Level Head and Flint Eye. They continue to play homage to the brewer’s 200 years of brewing heritage and the historical myths and legends of Bury St Edmunds.
Hazy Day is a smooth, fruity hazy IPA, with orange, citrus, and tropical notes. Prior Life is an easy drinking IPA with mellow tropical notes and a citrus aroma. It is a tribute to the original Bury St Edmunds master brewers, the Benedictine monks, whose ghosts are said to still walk the Abbey today.
“We launched our craft portfolio just under two years ago, and we have seen a great response to the beers, so naturally we wanted to create even more tasty craft beers for our consumers to explore,” said Greene King managing director, Matt Starbuck.
“Taking insight from consumer trends, we worked with our brewers to craft two delicious beers with exciting stories to tell, and we are proud of the work that has gone in to creating Hazy Day and Prior Life.
“It’s the centuries worth of brewing expertise and the myths and legends behind our portfolio that makes all of the beers unique, and we can’t wait for people to enjoy the distinct flavours that will resonate with the modern-day craft drinker.”
