United Kingdom: Suffolk-brewed Greene King IPA has become Britain's best-selling cask ale, knocking Tetley Bitter off the top spot. Latest figures from market research company AC Nielsen show that the Bury St Edmunds company's flagship brand now has 11pc of the total cask ale market. The news follows on from a hugely successful year in which IPA scooped a gold award in the Campaign for Real Ale (Camra) bitter category at the annual Great British Beer Festival 2004 and a silver in the overall Camra Champion Beer of Britain 2004 award.

The growth in sales has been assisted by Greene King's acquisition of more than 400 small managed houses from the Laurel Pub Company, the remainder of the old Whitbread tied estate. As well as introducing IPA to the former Laurel pubs, Greene King has developed a sharper look for the beer's packaging to widen its appeal.

The company has also undertaken strong marketing campaigns using TV, sponsorship and promotional activity. Rooney Anand, managing director of Greene King Brewing Company, said: "The news that our flagship brand has reached top spot is fantastic. "Greene King IPA has been recognised as the nation's favourite ale with the awards received this year alone and, with the public backing our wonderful ale, we are now determined to remain the market leaders."

IPA, standing for India Pale Ale, has been produced in Bury St Edmunds for over 100 years and was brewed originally for export to expatriates during the days of the Indian Raj.

Because hops have a preservative effect on beer, an unusually large quantity of hops was used in the brewing process to ensure the beer remained in good condition during the long sea voyage to India. It was a taste that caught on in Britain among beer drinkers who had never been to the subcontinent.

The fresh, hoppy taste and the distinctive aroma comes from a combination of two varieties of English hop - Challenger and English First Gold; these, together with pale and crystal malts, give it a bittersweet balance. The Greene King Brewing Company's portfolio of ales also includes Old Speckled Hen, Ruddles County, Abbot Ale, Strong Suffolk and Beer To Dine For.

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