LICENSEES eager to make the most of the growing craft beer category throughout the festive season and beyond are being given a helping hand by Carlsberg.
The beer firm has launched the latest edition of its Crafted portfolio handbook, pointing to the continued strength of craft variants; both sales and distribution are said to be on the rise this year.
Included in this year’s collection of 64 craft beers and ciders are products from established breweries, such as Brewdog and Brooklyn, as well as new variants from the likes of Toast – the brewery behind a ‘bread to beer’ ale.
The Crafted handbook, produced in conjunction with beer writer Pete Brown, also offers step-by-step advice on how to choose a range and guidance on glassware as well as tips on pairing beer with food.
Adrian Rigby, marketing manager for Crafted at Carlsberg, said: “We are extremely proud to have built what has become a highly respected go-to guide for craft beer and cider which has helped so many publicans feel confident about providing a craft offering and boosting their sales as a result.
“Since we launched the range we’ve seen an incredible amount of innovation in the category and consumers have responded enthusiastically by experimenting with so many new styles and variants. The category growth is showing no sign of slowing down so we’re delighted to continue supporting our customers in making the most of it.”