Roundhouse – the live music venue and charity in Camden – and Carlsberg UK announce new partnership
Available now, the collaboration will see Carlsberg UK supply all draught beer to Roundhouse bars, including San Miguel, Brooklyn Brewery variants, Shed Head, Somersby, Bad Apple, and of course Carlsberg.
Integral to this new partnership will be the addition of new cellar technology, Carlsberg Quality Dispense System (CQDS), to Roundhouse bars. CQDS provides a fully enclosed environment from ‘keg to glass’ to ensure every pint poured is delivered consistently and to a perfect standard of quality for consumers. There will also be additional points of service providing an improved customer experience, reducing queues and supplying draught beer in areas previously only able to serve bottles.
Carlsberg was founded in 1847, the same year Roundhouse was completed as a train repair shed and before its reincarnation as an arts venue in 1966. This new partnership is built on a platform of music, with Roundhouse playing host to some of the biggest names in music including the Rolling Stones, Patti Smith and Elton John. As a brand quickly becoming known as the go-to supplier for legendary music venues, from the Tram-Shed in Cardiff to the O2 Academy Brixton in London, Carlsberg UK is also the official beer and cider provider across all Live Nation events in the UK.
Kathryn Clements, Roundhouse’s head of food and beverage, said; “We’re looking forward to starting our new partnership with Carlsberg UK in September. The similarities between the two brands are what really drew us to this partnership. It’s not just about the great products they have on offer, it’s about heritage, environmental sustainability and charitable work, and of course the natural love of live music. During the tender process, we were excited to discover the great work of The Carlsberg Foundation, and the passion and commitment shown by Carlsberg towards both their charitable work, and that of Roundhouse.”
Liam Newton, vice president of marketing at Carlsberg UK added: “Live music is incredibly important to us at Carlsberg UK and this partnership with Roundhouse complements our existing relationships with Live Nation and the 19 AGM venues perfectly. Roundhouse is an incredibly iconic venue in London, and as we continue to focus our efforts on connecting with millennial drinkers, partnerships like this will ensure that consumers have the best access to our premium portfolio and with the added benefit of CQDS, every pint will be served perfectly every time.”