Launch of Crown Cellars aims to promote Carlsberg as ‘one stop shop’
CARLSBERG UK has given a discrete identity to its wine and spirits division to highlight the products it supplies to the on-trade in addition to beer.
Under the Carlsberg UK umbrella, Crown Cellars World Wines and Spirits will offer more than 500 wines – 100 are available exclusive to the on-trade, including the recently-added Cloud Island, Jack & Gina, Plate 95, Castillo de Piedra and Varej.
Crown Cellars will also offer a package of support for outlets, including staff training, tutored tastings and bespoke food matching with its master of wine Jonathan Pedley.
Gregor Inglis, sales director for Scotland at Carlsberg UK, told SLTN the newly-branded division aims to position Carlsberg UK as a ‘one stop shop’ for bar, hotel and restaurant operators.
“We’ve got a very strong wine and spirits portfolio; by branding it we aim to increase awareness and get that message across,” he said.
“We’re building on what we’ve been doing.
“We’ve been pushing ‘we deliver more’ – the message that we’re about more than beer. We do coffee, 150 cask ales, financial support to businesses – we’re still doing loans – and back-office support for the on-trade, including human resources, point of sale and marketing – the whole package.
“We’re offering a one stop shop at a time when operators are short of time.”
Paul Waller, Carlsberg UK’s director of third party brands, said Crown Cellars aims to follow in the footsteps of its Tapster’s cask ale division, which he said had been a “real success story for the on-trade”.
Image: Crown Cellars has more than 500 wines, including 100 on-trade exclusives.