Greene King has joined forces with the Barmy Army this summer to promote that most British of partnerships - cricket and beer.
The collaboration kicks off with a brand new beer, Barmy Army IPA, which is available now until the end of September on cask and in bottle.
The 3.7 per cent ABV brew was created with the help of several of the Barmy Army themselves who visited the brewery to develop the recipe.
It is described as an easy drinking golden ale, with tropical, citrus and spicy notes.
The initiative will be boosted by activity in specially selected pubs and bars across England, to make them must visit destinations for Barmy Army members and other cricket fans, said George Johnson, Greene King Brewing and Brands marketing director.
"With our shared passion for the sport, we can think of no better partner for the season than the Barmy Army and we are delighted to work them to bring fans together over great beer and a great atmosphere during an exciting summer of cricket," he added.
Further on-trade activity, competitions and promotions, as well as a social media campaign, are also in the pipeline, Johnson said.