Greene King is shaking up the fast-growing fruit lager category with the launch of Pilfer, a refreshingly 4% ABV crisp lager infused with juicy peach and rooted in a mischievous local legend.
Crafted to tap into surging consumer demand for flavoured lagers, Pilfer blends bright, ripe peach notes with an easy-drinking, premium lager base, delivering a modern pint designed to stand out at the bar and taste refreshing.
The launch comes as flavoured lagers continue to gain momentum in the on-trade, attracting younger and more diverse drinkers while commanding a premium position. With strong growth and increasing demand for more flavour-driven beer experiences, the category is fast becoming a key driver of value for operators.
Pilfer takes its name from a folk tale born in Bury St Edmunds, where local legend tells of townspeople sneaking into monastery orchards under cover of darkness to steal prized fruit and share them among friends. That spirit of playful rebellion lives on in every pint of Pilfer: a lager “snatched with peach,” made for those who believe great flavour should be enjoyed, not reserved.
Developed to deliver strong standout and consumer appeal, Pilfer’s branding has been crafted to feel contemporary, elevated and distinctive at point-of-sale, with broad appeal across demographics. The result is a drink that not only tastes premium, but looks it too, helping operators attract attention, drive trial and encourage trade-up from standard lager to a higher-value serve.
With fruit beer proven to resonate strongly with younger audiences and more engaged consumers, Pilfer is designed for social occasions, whether that’s a sunny beer garden, a busy bar or a late-night venue.
Jack Palmer, Head Brewer at Greene King, said: “Pilfer is about bringing a bit more excitement back into lager. We wanted to create something that still delivers that clean, refreshing base people love, but layered with a natural peach character that feels both premium and incredibly drinkable. It’s a modern take on lager, designed to stand out on the bar and give drinkers something genuinely different.”
Pilfer will be available in a number of selected Greene King pubs and to on trade customers from the beginning of July.
To order Pilfer for your independent venue, visit: www.valueforvenues.co.uk
