Greene King craft academy to attract younger drinkers

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.

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