Carlsberg UK is adding gluten-free Czech lager CELIA to its premium beer portfolio from 1 November 2016, in a new working relationship with Žatecky Pivovar.
CELIA is traditionally batch brewed for over two months by Žatecky Pivovar, which is one of several microbreweries co-owned by the Carlsberg Group around the world. The brewery was established in 1801, and is housed in the castle walls of the city of Žatec.
Carlsberg UK will exclusively offer two beers within its portfolio, each imported into the UK:
Both beers are brewed using a patented de-glutenisation process, which gives the range the benefit of being gluten-free, while a silicon filtration technique means the range is also suitable for vegans. In addition, a natural carbonation process is used to give the beers a light mouth feel, without compromising on taste.
Liam Newton, vice president, marketing for Carlsberg UK, said: “CELIA Organic and CELIA Dark are quality Czech beers, loved by beer-drinkers for their exceptional flavour and ability to perfectly complement good food. The fact that they are brewed to be gluten-free gives the brand an added point of difference – particularly relevant given current consumer trends, which is why we are delighted that CELIA will be joining our beer portfolio.
“We are very much looking forward to working alongside the iconic brewery, helping to reach many more people with these exceptional beers,” Newton added.
CELIA will join Carlsberg UK’s existing premium portfolio, which includes the Backyard Brewery range imported from Sweden, Carlsberg’s Herefordshire craft cider Bad Apple, Belgian Abbey beer Grimbergen and Spanish beer Mahou. This will be further bolstered on 1 January 2017 when the Brooklyn Brewery range will join the portfolio as part of an exclusive UK distribution agreement with the New York craft brewer.
In Free Trade pubs and bars Carlsberg UK will manage its premium portfolio through its recently launched brand and sales division, House of Beers. House of Beers is dedicated to helping world, craft and speciality beers and ciders reach more consumers, and provides specialist sales support to customers operating premium pubs, bars and restaurants across the UK.