Premium Craft Beer Internal Launch

Internal Launch

Purity was briefed to produce an internal event for 150 Greene King staff for the March 2022 launch of their new range of premium craft beers, with the event taking place in the grounds of the historic Bury St Edmunds Cathedral.

Greene King’s new craft range includes four beers, each named for a piece of English folklore or history. SubTerranea nods to the story of an enthusiastic fiddler, lost in the tunnels below Bury St Edmunds, while Level Head is a reference to the hapless St Edmund – who was beheaded by the Vikings. Neolithic arrows found close to Greene King’s breweries prompted Flint Eye, and west country pilgrims sailing over the Atlantic inspired Western Zeph.

The event was to be an opportunity for relevant Greene King staff to be fully immersed in each of the stories behind the beers to give them the confidence to talk about them when the roll out began.

Experience

Purity managed the design and production to bring the colourful brands and their historic stories to life in an informative and engaging way.

To do so we produced experiences in 5 locations that told the stories behind the beers and immersed the delegates in the brands.

The curated areas included actors roaming and interacting with guests in the Cathedral Gardens and the dark basement of a nearby pub, a session on the design of the brand by Design Bridge, tasting sessions in the Brewery Café, brand immersion in the Cathedral cloisters, and a tour of the brewery with a presentation from the brew master. Finally, there was the main auditorium and bar set up in a marquee to facilitate keynote speeches, lunch, and end of day drinks.

Purity facilitated the full event management of the day to ensure all went seamlessly, and in summary our role included:

• Full event production
• Creative design
• Planning / run of day
• Staffing including character actors, event hosts and brand ambassadors
• On site event management including delegate management and facilitation of a full day of interactive sessions