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Range crafted with British focus

Drinks portfolio champions ‘home-grown’ beer and cider

CRAFT cider and British beer is at the heart of a new drinks portfolio from Carlsberg UK.

• Carlsberg UK’s new Crafted portfolio features beers and ciders from around the world.

• Carlsberg UK’s new Crafted portfolio features beers and ciders from around the world.

The brewing giant has unveiled its 2016/2017 ‘Crafted’ portfolio of world, craft and speciality beers with an extended range, a new craft cider section and a focus on British products.
Now in its third year, the Crafted portfolio is sourced from Carlsberg UK’s third party partners and the Carlsberg Group global portfolio.
Added to this year’s range are 14 new draught beers, 17 new packaged beers and an extended seasonal range.
In response to market trends, Carlsberg UK has also introduced canned beer and craft cider sections, both of which are sub-sectors the beer firm said are growing in popularity.
An increased focus on British craft brews this year has seen beers including The Honey Beer from Hiver, Curious Brew from Chapel Down, and Fort Smith from Rooster’s Brewing Co. added to the portfolio.
The range also includes recent launches from Carlsberg UK: American pale ale Shed Head from the Backyard Brewery in Sweden, Herefordshire craft cider Bad Apple, and the premium Grimbergen Blonde from Belgium.
The new portfolio is accompanied by the Crafted Handbook, which Carlsberg UK said features information on each brand, tasting notes and range positioning tips.
Paul Waller, director of third party brands at Carlsberg UK, said: “This year we have a balanced range from the USA and Europe and greater emphasis on the UK, recognising the quality of innovation from home-grown brands and products.
“Importantly, we monitor trends and put new beers and ciders through a rigorous taste test before adding them to the portfolio.”

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