Greene King, by all accounts, are puzzled and hurt by the disdain in which they (and especially their IPA) are held by beer geeks.
As usual, we (as Tandleman would say) sit on the fence a bit when it comes to Greene King: we recognise they make some good beers, but worry that their IPA is a Trojan horse — a beer so bland it has more in common with John Smith’s Extra Smooth than any other ‘real ale’.
However, inspired by this post at the Campaign for Really Good Beer, we thought we’d be constructive and suggest five things they can do to improve their image.
1. Instead of inviting critics and commentators one at a time to come and stand on your lovely roof and meet you charming head brewer, why not make a lot more information about how your beer is made available online? At the moment (unless we’re missing something) the website is all about branding and packaging.
2. Get out and try GK IPA as it is drunk in pubs all around the country: however subtle, balanced and well-made it might be at source, by the time it reaches, say, Exeter, it is usually, in our experience, warm, vinegary and flat. Has it got more market share than your quality control mechanisms can cope with?
3. As CAMRGB suggested, stop pretending that your pubs serve beers from a range of breweries and, in particular, nix the disingenuous London Glory. This is just cheeky and takes your customers for mugs.
4. With that huge London estate, surely there’s room somewhere for a pub which serves your full range of beers, from the rarely seen but apparently excellent mild, via Suffolk Strong, all the way up to the currently brewery-exclusive 5X? A flagship pub where you could send cynics to taste your best products as you intend them to be tasted?
5. On the subject of mild, given that anyone drinking GK IPA has already foregone any pretensions of youthfulness or trendiness, probably attracted by the low ABV as much as anything else, maybe there’s a market you’re failing to tap? We groan when we see your IPA on sale in a pub in Cornwall, but we’d be delighted to see your mild.
Some of this would also apply to St Austell and some other big regional brewers. If any of the above are already happening and we’ve missed them, let us know.