Head or no head? It's up to you with St Edmunds

l New beer, new serving method — Greene King St Edmunds

October 26, 2007: It's been a long-standing problem — beer drinkers in the north like a good head on their ale, while down south they prefer less of the foamy stuff. Greene King thinks it has found a solution in its new beer, St Edmunds, and its unique serving system.

Greene King Brewery Company managing director Justin Adams said: "Combining the choice of serve with the growing popularity of light, golden beers and the increasing demand for cooler products, consumers tells us we're really on to something here.

"We hope St Edmunds will help boost the cask category further by becoming the talk of pubs up and down the country.

"To date, cask beer drinkers in the north of England prefer their beer one way while those in the south like it differently. We wanted people to have a choice while still being able to enjoy the fantastic flavour of a quality cask beer, wherever they are.

"St Edmunds will also bring contemporary theatre to cask ale as it's served at bar level so drinkers can see it being poured with their choice of head. We're so proud of this beer we wanted the nation to enjoy it's spectacle before enjoying its tremendous taste."

St Edmunds has been specially brewed to be served between 6° and 8° — cooler than traditional cask beers, delivering the refreshment factor of colder drinks while, says Greene King, retaining all the depth of character, taste and aroma one would expect from a real beer.

Mr Adams added: "Our brewing and quality team have worked tirelessly over the last 18 months to create a beer that does not throw a chill haze down to 5°. Obviously the recipe remains a secret, but it is a great marriage of the best hops and brewing innovation."

The new beer engine features a mechanism to switch the serve styles automatically without the need for bar staff to touch the nozzle, so making it more hygienic.

St Edmunds — a name chosen to celebrate Bury St Edmunds, the home of Greene King — is being piloted in pubs from November. The golden beer with a fresh, crisp finish, will also be available to the off trade, with listings already secured in Tesco.

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