With research showing that 29 per cent of consumers would be interested in seeing a wider range of non-alcoholic and lower strength beer and wine, the new ale has been in the trial and development stage for 18 months and is due to be released in selected Greene King pubs from October.
John Bexon, Greene King’s head brewer, said: “The extensive trials we ran in our pubs showed us that introducing a quality lower strength beer would open up the category and make cask an attractive option for those looking to enjoy the great taste of a freshly-brewed proper pint without having to worry about it being too strong.
Best of both worlds
“We believe Tolly will be so popular with consumers because it offers them the best of both worlds.”
The ale is crafted using a blend of carefully-selected malts and hops, as well as water from the chalk wells below its Suffolk brewery
Greene King has responded quickly and positively to the opportunity created under the forthcoming Small Beer Duty Law for lower strength beer brands. As Tolly English Ale will only be levied with 50 per cent duty, licensees will be able to choose whether to increase their margins to reinvest in their businesses, or to pass on savings to their customers to help drive sales.
Such a move is expected to prove popular with publicans looking to attract new customers, especially with recent statistics showing that cost is now the main deterrent to consumers drinking out of their homes and that 44 per cent have cut down on it as a result.
