Greene King and AB InBev UK have announced that they have agreed terms for Greene King to become the national distributor for US craft beer Goose Island.
The deal will give Greene King exclusive rights to distribute the Goose Island portfolio, which includes Goose Island Indian Pale Ale, Goose Island Honkers Ale and award-winning 312 Urban Wheat, to the on and off-trade in England and Wales.
Goose Island is a US craft beer company that was started in 1988 in Chicago, Illinois. The company has a proud history of innovation in its craft products, and strives to captivate the hearts, imaginations, and palates of beer drinkers. The success of the Goose Island brand portfolio has led to its distribution across the United States and beyond.
Iain Newell, on-trade and route to market director for AB InBev UK, said: “We are delighted to announce this agreement with Greene King. We are looking forward to working with them to develop Goose Island in the UK and tap into the strong growth in the craft beer market.
“The Goose Island brand has excellent potential to perform well in this category due to its great taste, range and heritage. We look forward to this new partnership building on all the good work James Clay has put in to establishing Goose Island’s presence in the UK.”
For the first time in the UK, Greene King will launch Goose Island in keg in the on-trade; traditionally the Goose Island range has been only available in bottles.
Goose Island has invested in a refreshed brand image look and feel, which will coincide with the move to Greene King. Greene King will begin distribution of Goose Island from October.
Goose Island is currently imported by James Clay, who in partnership with Greene King, will continue to supply certain specialist on-trade customers.