Greene King has agreed to sell its popular Old Speckled Hen beer brand family to Damm UK, the owner of Estrella Damm. This sale is part of Greene King's strategic shift to focus on its extensive pub estate and move away from producing beer for supermarket shelves.
Deal Details and Production Changes
The deal will result in the long-term closure of Greene King's Westgate Brewery in Bury St Edmunds, with production eventually moving to Damm's new brewery in Bedford. Despite the change in ownership and production location, Old Speckled Hen beers will remain readily available in major UK supermarkets and other retailers.
Greene King will continue to brew cask ale and craft beer, including Greene King IPA and Abbot Ale, primarily for its pubs. This will be supported by a new £40 million brewery opening in Bury St Edmunds by summer 2027.
Strategic Shift
The sale marks a significant shift for Greene King, which has brewed Old Speckled Hen for decades. The brand is known for its distinctive flavour and has a loyal following among ale drinkers. By divesting the brand, Greene King aims to streamline operations and concentrate on its core pub business.
Damm UK, a subsidiary of the Spanish brewing group Damm, plans to integrate Old Speckled Hen into its portfolio, which already includes Estrella Damm. The company has expressed confidence in maintaining the brand's quality and availability.
Workers at the Westgate Brewery face uncertainty, but Greene King has stated that it will support employees through the transition. The new brewery in Bedford is expected to create jobs in the region.
