Greene King is set to host its first annual Free Trade Event on Wednesday 29 April, bringing together customers and suppliers to showcase the scale of support, value and commercial opportunity available to independent venues working with the brewer.

Greene King’s free trade offer is built around helping independent operators reduce costs, improve performance and grow their businesses. It brings together a full drinks range, nationwide delivery, dispense services and financial support in one integrated offer.

Research among Greene King customers* shows that operators prioritise support that improves performance, with services that reduce cost, improve quality and drive sales rated as most important when choosing suppliers.

As part of the free trade offer, Greene King’s Value Hub provides access to 16 partner organisations offering exclusive discounts and commercial savings across key business areas.

Operators continue to face rising costs and margin pressure, increasing demand for suppliers who can deliver commercial value alongside product supply. Using Value Hub, Greene King customers have reported an average annual saving of £1,834, with some achieving up to £6,000 per year**.

Greene King’s free trade broader support teams also play a key role in ensuring smooth day-to-day operations for customers through bar and cellar services. The 97-strong team brings more than 1,100 years of combined experience and provides support every day of the year.

Early registration data for this year’s event shows that more than 80% of customers attending are there to discover and sample new products, while over 40% are seeking networking opportunities to further widen their range and knowledge. These insights continue to shape Greene King’s free trade offer and customer support strategy.

The event will feature supplier showcases, product sampling and expert-led sessions designed to highlight new products and ideas for 2026 and beyond.

Claire Bates, Free Trade Marketing Manager at Greene King, said: “This event is about showcasing the strength of our free trade offer and the real value it delivers to our customers every day.

“In a challenging market, operators need partners who can help them reduce costs, improve performance and grow their businesses through practical support, insight and access to the right tools. We’re focused on continuing to strengthen that support for independent venues.”

For further information about Greene King’s Free Trade Event at Norwich City Football Club on Wednesday 29 April, and support go to:www. valueforvenues.co.uk/greenekingfreetradeevent/

Data sources:

*Greene King Free Trade Event Research 2024 and Greene King & Belhaven 2025 Customer Survey

**Greene King data: Based on maximum saving by a Greene King customer to date.