Greene King craft academy to attract younger drinkers

February 13th, 2017 | Posted in: News,Press Releases

Greene King is hiring apprentices for its new Craft Academy in an attempt to appeal to younger consumers.

Located at its plant in Bury St Edmunds, the Craft Academy will teach young people industry-specific skills in brewing, design, marketing and sales over 18 months. Participants will also create and market their own craft beer.

Craft Academy Apprentice Nancy Nagle, 25, (above left) is one of the first people to take part in the course, which is now underway.

She said, “I’ve always been interested in beer, so being part of the Craft Academy and getting to work on new and eclectic brews is fantastic.

“It’s been amazing to work on the launch of the first range of products, and we’ve got great plans to come.”

The first five beers created through the course will be debuted at major London craft beer festival, Craft Beer Rising.

These will include Over Easy (3.8% session IPA), Big Bang IPA (5.6% bold and citrusy IPA), Bitter Sweet (6% black IPA), Desert Ryeder (4.8% rye beer) and High & Dry (5% dry hop lager).

George Johnston, Brewing and Brands Marketing Director at Greene King, said, “The Craft Academy gives young people the chance to learn in-depth about each component of the brew process, right from creating the recipe and designing the branding to marketing and selling the beers.

“We’re really pleased to support this venture, which helps young people to realise their passion for beer and brewing while working to secure a professional qualification.”

 

The beers can already be found in selected pubs and venues, with plans to launch them into other outlets and retailers.

Applications will open for further apprentices to join the programme in future.


WORLD’S BIGGEST BARTENDING COMPETITION REVEALS GLASGOW AS LOCATION FOR 2019 GLOBAL FINALS

Tue 11th December 2018

The very brightest and best of the drinks community will next September descend on Glasgow to see the Diageo Reserve World Class Bartender o... Read more.

EVERY DOG HAS ITS DAY

Wed 5th December 2018

Quiet Man Taverns, aka brothers Daniel and Finbarr McNally, has taken over The Dogs restaurant in Edinburgh and renamed it The Perch.... Read more.

Design Feature: Jacques

Wed 5th December 2018

Brel’s wee brother Jacques is the new kid on the block in Finnieston. Owner Oli Norman’s latest offering to the Glasgow bar world (he al... Read more.

MSP Letter

Wed 5th December 2018

Dear xxxx As my local MSP, I’m writing to make you aware of the crippling rates bills that myself and others in the hospitality indust... Read more.

It’s time to rattle your local MSP about rates

Wed 5th December 2018

Life sucks. But that doesn’t mean that you need to suck it up when you’re getting a raw deal? Like the amount licensees are payi... Read more.

Design Feature: The Bell Jar

Wed 5th December 2018

The Bell Jar is a novel by Sylvia Plath. It’s also the name of a new bar on Glasgow’s Dixon Avenue, on the city’s south side. It’s t... Read more.

Design Feature: The Old Schoolhouse

Wed 5th December 2018

Belhaven Pubs debuted the refurbished Old Schoolhouse on Glasgow’s Woodlands Road last month and in the process of researching this featur... Read more.

Key to the Loch: licensee interview with Sandy Fraser

Wed 5th December 2018

Gabriel Oak is a character in Thomas Hardy’s Far From the Madding Crowd. As the name suggests, he’s the sturdy, reliable character at th... Read more.

TURNING UP THE HEAT IN THE KITCHIN

Wed 5th December 2018

Michelin-starred chef Tom Kitchin, wife Michaela and business partner Dominic Jack of Castle Terrace are now the proud owners of a brand new... Read more.

Greene King profits up

Mon 3rd December 2018

Belhaven owners Greene King has reported £1,051 million in revenues in the last six months, up 1.9% on the previous half, after a strong sa... Read more.

ENERGY COMPANIES ‘HOLD MILLIONS’ IN UK HOSPITALITY BUSINESS’ CASH

Thu 29th November 2018

Energy companies are holding more than £24 million belonging to Britain’s hospitality businesses. That’s according to an independent st... Read more.

Scottish government plans to ban alcohol advertising before 9pm

Wed 28th November 2018

The  Scottish government plans to curb alcohol abuse by banning drink adverts on TV before the 9pm watershed, while drinks manufacturers wi... Read more.

BUZZWORKS WHET CHILDREN’S APPETITE FOR GOOD FOOD AND HOSPITALITY

Tue 27th November 2018

One of Scotland’s leading hospitality groups, Buzzworks Holdings, welcomed school children from Glenburn Primary this week, to its Bakehou... Read more.

Restaurants could face curb on portion size and calorie count

Thu 22nd November 2018

Food Standards Scotland (FSS) has launched a consultation on limiting portion sizes, maximum calorie limits and calorie labelling. They are ... Read more.

Brora Distillery set to re-open after 35 years

Wed 21st November 2018

Brora distillery, which last operated in 1983, is set to reopen and back in production by 2020.  The copper pot stills have been transport... Read more.

Edinburgh and Glasgow rank highly in average expenditure on a night out findings

Tue 20th November 2018

According to the study by money website thinkmoney, Brit spends £44.88 on each night out, with Edinburgh (£50.40) and Glasgow (£49.23) ... Read more.

Targeted help needed to tackle the heaviest drinkers in the UK says alcohol watchdog

Mon 19th November 2018

Analysis of drinking habits across England and Scotland ( it's Alcohol Awareness Week 19th November 2018)  shows that the majority of peop... Read more.

Flat sales in managed pubs and restaurants

Mon 19th November 2018

Britain's managed pub and restaurant groups saw their collective like-for-like sales grow just 0.2 per cent in October with pubs and bars ... Read more.

Design feature: La Vita Spuntini

Thu 15th November 2018

Walk into the La Vita Group's new £800k Glasgow restaurant, La Vita Spuntini Gordon Street, and what looks like a cherry blossom tree recre... Read more.

Swede Talking: Interview with Janne Johansson

Thu 15th November 2018

Janne Johansson has been a Gulf war hostage, slept out under the stars in Glasgow’s George Square and worked in more countries than I’ve... Read more.