Greene King, the UK’s leading brewer and pub company, has secured a permanent listing in Waitrose & Partners for its apprentice brewed pale ale, Ice Breaker.
Ice Breaker Pale Ale has launched in the 268 Waitrose stores in single 330ml bottles. Priced at £1.80 a bottle, it will be on offer at the introduction price of £1.50 a bottle until 28 July.
Ice Breaker Pale Ale, a deliciously refreshing, easy drinking, unfiltered pale ale was first developed and crafted by the brewing apprentices at Greene King, with its name a nod to them ‘breaking the boundaries’ within the brewing giant.
A 4.5% unfiltered pale ale, Ice Breaker Pale Ale is bursting with fruity hop flavour and the perfect thirst quencher. Brewed with Citra and Simcoe hops, it emanates waves of guava and passion fruit which crash with big citrus flavours for this bold, pale ale.
The beer was launched last Summer into the on trade throughout Greene King pubs supported by a national and hyper local marketing and PR campaign. This is the first permanent listing for the brand in the off trade.
Speaking about the listing Richard Honey, Greene King’s Sales Director, Off Trade and Export said: “This is an excellent next step in the journey for Ice Breaker Pale Ale as we build the brand from new. It has consistently come out on top amongst its competitor set during industry and consumer blind tasting sessions and anyone who has tried it will know why. The fact that it is a genuine break through beer from our apprentice brewers too shows the quality of training and passion for innovation that is evident within our brewing team. We are thrilled that Waitrose & Partners has recognised Ice Breaker Pale Ale as an exciting new product on the market and we look forward to working with them to introduce creative ways of raising its profile amongst Waitrose shoppers.”