Greene King invited people to lick a beer igloo
News News blog
In 2019, British brewer and pub operator Greene King built a special igloo in London to celebrate its new pale ale "Ice Breaker". The special thing about it: The walls of the igloo consisted of over 1,000 liters of frozen beer. Visitors were invited to lick the walls and taste the new beer in an unusual way.
Beer tasting with a difference
The beer igloo was located in London's Southwark district. Passers-by could enter it and not only drink the new Ice Breaker Pale Ale, but also nibble on the frozen beer walls. Those who wanted to make themselves comfortable in the igloo were provided with sleeping bags, hand warmers, scarves, and gloves. In addition, there was an unlimited supply of the new pale ale to taste.
However, the igloo only remained standing until it melted. It was a temporary promotion by the brewery.
Pale Ale with exotic aromas
The Ice Breaker Pale Ale is brewed with Simcoe and Citra hop varieties as well as Carapils malt and wheat malt.
Matt Starbuck, Managing Director of Greene King, said about the unusual promotion that Greene King could guarantee with certainty that it was the coldest beer that could be found in London.
