To share a unique way for people in London to taste its Icebreaker beer, Greene King sculpted an ice igloo made from 1,000 liters of ale and is inviting people to visit the lickable structure. When visiting the pop-up, people also have the opportunity to enjoy the beer in bottles, as well as cozy up inside the igloo, which provides just enough space to seat two people.
The beer itself is described as a refreshing, unfiltered pale ale and the first of its kind created by apprentice brewers at Greene King. The 4.5% ABV beer is said to have notes of guava and passion fruit, offering a burst of citrus and fruit flavors.
Image Credit: Greene King
What's Driving This Trend
- Lickable Beer Structures
- Creating unique structures made of beer could be an innovative way for breweries to offer immersive tasting experiences.
- Pop-up Beer Tasting Events
- Pop-up beer igloos and other creative structures could be used to create exciting and memorable beer tasting events.
- Unfiltered Pale Ales
- Breweries could explore creating more unfiltered pale ales with unique flavor profiles to stand out in a crowded market.
Who This Affects Most
- Breweries
- Breweries could use the concept of lickable beer structures to offer immersive tasting experiences and attract new customers.
- Event Planning
- Pop-up beer igloos and other creative structures could offer exciting and memorable beer tasting events that could be organized by event planning companies.
- Craft Beer
- Breweries that specialize in craft beer could explore creating more unfiltered pale ales with unique flavor profiles to cater to the growing demand for specialty beers.
