'Crafted for the Moment' celebrates the modern ale moment and those great nights out we've all experienced where everything just comes together and the atmosphere is electric. Great nights don’t just happen by accident - the suggestion is that they're carefully crafted by both landlord and brewer behind the scenes. Set in a real pub cellar and bar, it begins with the landlord – the craftsman at work – lovingly preparing a cask of Greene King IPA before serving a packed pub, full of customers eager to enjoy the fruits of this craft. Set to a modern folk track, it creates a more contemporary image for Greene King IPA.