Break into the crowded craft beer category by introducing a new platform that will invite Gen Z to engage with the Greene King brand and elevate its status as the brand and business with a purpose.


We delved into the world of craft beer to define which points of parity to leverage and raided the Greene King archives for liquid inspiration. Working closely with our Gen Z consumer panel, master brewers and taste psychologists, we crafted our brand proposition & design language to match the innovative liquids we created.


First we defined a clear purpose for Craft Academy – ‘Unbottling Your Potential’ and developed an eco-system that fully manifested it. Starting with recruiting and training young people from disadvantaged backgrounds to become master brewers, and topping it off by creating a contemporary and approachable brand that engages younger craft drinkers and demystifies the challenging world of craft beer by telling engaging brand stories.

Unbottling Potential

Exciting new listings in 60 non Greene King establishments

5 new apprentices from disadvantaged backgrounds

Creation of a community beer hub in Herne Hill, South London

The Craft Academy gives young people the chance to learn in-depth about each component of the brew process, from creating the recipe and designing the branding to marketing and selling the beers. We’re really pleased to help young people realise their passion while working to secure a professional qualification.

George Johnston, Brewing and Brands Marketing Director