Greene King launches craft beer academy
The Craft Academy helps craft new talent and unbottle potential by giving young people the chance to earn while they learn about brewing, design, marketing and sales.
With the help of experienced mentors, the 18 month course teaches participants industry-specific skills as they work towards a bespoke apprenticeship qualification, all while creating beers under the Craft Academy brand and bringing them to market.
The first Craft Academy course is already underway, with two apprentices playing a crucial role in the launch, sales and marketing of its first range of beers and in the creation of future core, seasonal and limited edition products.
The first five beers from the Craft Academy will officially debut at Craft Beer Rising 2017 and include; Over Easy (3.8% session IPA), Big Bang IPA (5.6% bold and citrusy IPA), Bitter Sweet (6% black IPA), Desert Ryeder (4.8% rye beer) and High & Dry (5% dry hop lager).
George Johnston, brewing and brands marketing director at Greene King, said: “The Craft Academy gives young people the chance to learn in-depth about each component of the brew process, right from creating the recipe and designing the branding to marketing and selling the beers. We’re really pleased to support this venture, which helps young people to realise their passion for beer and brewing while working to secure a professional qualification.”
Nancy Nangle, 25, who is a Craft Academy apprentice, said: “I’ve always been interested in beer, so being part of the Craft Academy and getting to work on new and eclectic brews is fantastic. It’s been amazing to work on the launch of the first range of products, and we’ve got great plans to come.”
Dan Scott, 24, added: “It’s been really exciting to get so involved in the process, and there’s so much more to it than meets the eye. We’ve been learning the ropes for the past few months and we’re really excited to take the first range to Craft Beer Rising.”
The beers can already be found in selected pubs and venues, with plans to launch them into other outlets and retailers. Applications will open for further apprentices to join the programme in future.
Published: 13 February 2017