Greene King has launched a new campaign that aims to celebrate the “years, decades, and centuries” it takes to create something special in beer.

Its ‘Beer Slide’ message stems from the brewery’s work with creative agency Neverland and follows the ongoing quest to master the sliding of a pint of beer through centuries of English history.

The journey takes in medieval taverns and warships then through to England’s iconic 1966 World Cup victory and also the present day with each attempt showcasing a new novel way for the beer to go wrong, before it finally lands perfectly in a Greene King pub.

According to the business, the campaign is rooted in the idea of “English legends”, using familiar moments and characters from English history to bring Greene King Brewery’s own brewing heritage to life.

Alex Radcliffe, head of marketing for Greene King brewing & brands, said: “At Greene King, we are incredibly proud of our 227-year brewing heritage.

“Since 1799, we’ve been perfecting the art of the British pint and our new campaign, ‘Legendary Beers, Centuries in the Making’ brings this rich history to life with wit and energy, showing viewers exactly how far our beer has travelled to become the superb pint it is today.”

Lloyd Daniel, creative director at Neverland, added that Greene King’s legendary beers are “matched only by their legendary tales, and this is just chapter one”.

Earlier in the summer Greene King has said a programme launched to “smarter, simpler and sustainable ways of operating” has resulted in the completion of 53 operational trials designed to improve ways of working and customer experience, and strengthen long-term business resilience and growth.