Carlsberg launches speciality products for its on-trade customers
CARLSBERG UK has launched a new range of craft beers for its on-trade customers.
Called Crafted, the portfolio comprises 28 beers sourced from the brewer’s third party partners and the group’s global portfolio. The range spans lagers, bitters, pilsners, pale ales, porters and wheat beers, on draught and in bottle and can format.
Crafted includes The Bee 17 – a ‘hop-struck’ pilsner with an ABV of 4.7% which is available in 330ml cans – and the 4.8% ABV Lawn Mower amber lager, also available in 330ml cans – both from Backyard Brewery, which is part of Carlsberg’s Falkenberg brewery in Sweden; Grimbergen Blonde, a 6.7% ABV beer which originates from just outside Brussels; and Stevens Point IPA – a “fresh, bold and fruity” 5.6% ABV ale from Stevens Point Brewery in Wisconsin, USA.
Other beers in the range include Portobello London Pilsner – a 4.6% ABV keg beer from London’s Portobello Brewing Company; Charles Wells & Dogfish Head DNA – a 4.5% IPA available in bottle and keg format created by English brewer Charles Wells and Dogfish Head in Delaware; and brews from Liefmans, Anchor Brewing, Shipyard Brewing, Innis & Gunn, Meantime Brewing Company, Greene King and Marston’s.
Carlsberg UK said it plans to expand the Crafted portfolio going forward through seasonal beers and by adding new brewers to the range.
Nick Howells, head of innovation at Carlsberg UK, said the brewer’s sales team has undergone training on craft and speciality beer styles, utilising correct glassware, and beer and food matching advice.
“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,” said Howells.
“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.”