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Carlsberg UK Launches 'Crafted' Portfolio of Craft and Speciality Beers for On-trade Customers

Carlsberg UK has launched a portfolio of craft and speciality beers under the ‘Crafted’ name to help Free Trade customers expand their beer offer.

The portfolio of 28 beers has been sourced across Carlsberg UK’s third party partners and the Carlsberg Group global portfolio. It includes beers from across the craft and speciality beer spectrum – including lagers, bitters, pilsners, pale ales, porters and wheat beers – with draught, bottled and cans on offer.  Just some of the brewers and beers featured in the launch ‘Crafted’ range include:


Backyard Brewery – part of Carlsberg’s Falkenberg brewery in Sweden, the brewer’s ‘The Bee 17’ is a hop-struck Pilsner, ABV 4.7%, available in 330ml cans; plus its The Lawn Mower amber lager comes in at ABV 4.8%, also available in 330ml cans.

Portobello Brewing Company – based in London’s Notting Hill, the brewer’s Portobello London Pilsner typifies a commitment to taste and quality, ABV 4.6%, available in 30l kegs.

Charles Wells & Dogfish Head – a unique transatlantic collaboration between Dogfish Head in Delaware and English brewer Charles Wells results in DNA, a modern IPA, ABV 4.5%, available in 330ml bottles and 50l kegs.

Grimbergen – with origins just outside Brussels, Grimbergen Blonde is living proof of the brewing expertise of the Fathers at the Grimbergen Abbey, ABV 6.7%, available in 330ml bottles.

Stevens Point Brewery – hailing from Wisconsin, USA, its Stevens Point IPA is an American India Pale Ale is fresh, bold and fruity, ABV 5.6% and available in 355ml bottles.

Other brewers featured in the launch range include Liefmans, Anchor Brewing, Shipyard Brewing plus from the UK, Innis and Gunn, Meantime Brewing Company, Charles Wells, Greene King and Marston’s.  Carlsberg UK’s intention is for the Crafted portfolio to grow both through seasonal offers and bringing new brewers into the range.

With year-on-year growth for craft beer in the UK up 75%* and the average pint of craft beer commanding an additional 75-90p per pint**, there has never been a better time for Free Trade operators to explore and exploit the potential of craft and speciality beers.

Nick Howells, head of innovation at Carlsberg UK, comments:  “We’re working hard to be the best beer and beverage business in the UK. Our Crafted range complements our existing portfolio of core and World Beers including Carlsberg, Tetley’s, Staropramen and San Miguel and demonstrates our commitment to supporting the Free Trade who want to grow their business and attract new customers through developing and growing a craft and speciality beer offer.

“Through Crafted we can help publicans start this journey by supporting them with a good entry range alongside our usual focus on service and support, ultimately enabling them to tap into the thriving opportunity that is craft and speciality beer.”

Pete Brown, leading beer expert who authored the introduction to the Crafted guide, adds: “Despite its relatively small market share, four out of ten publicans already think they should be stocking craft. That’s because it attracts a much broader set of drinkers than usually drink beer. These drinkers believe craft beer gives them a special experience that is worth paying more for. And that means a pub, bar or restaurant that still doesn’t offer craft beer is one that’s missing an obvious opportunity.”

To complement the new Crafted range, Carlsberg UK’s sales team has undergone knowledge-building training sessions focusing on craft and speciality beer styles, utilising correct glassware, and beer and food matching advice in order to support Free Trade customers and their teams new to craft and speciality beer.

To start stocking Carlsberg UK and the ‘Crafted’ range call 08457 820820 or visit www.carlsbergwedelivermore.co.uk.

* Source: CGA Brand Index MAT to P8 2013

** Source: CGA Brand Index MAT to P8 2013

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Media contact

Please address enquiries to:

Corporate Affairs Executive

Emilia Bland

Tel 07889652173 Email news@carlsberg.co.uk

Head of Corporate Affairs

Andrew Roache

Tel 07583 273 152 Email news@carlsberg.co.uk