Carlsberg is looking to boost on-trade sales with the range

Carlsberg is looking to boost on-trade sales with the range

Carlsberg's UK unit is making available a portfolio of 28 craft beers to the country's on-trade through its distribution business. 

The “Crafted” range, made up of existing beers from Carlsberg subsidiaries and third-party partners, will “complement” the Danish brewer's core range, it said today (27 May). The portfolio of lagers, bitters, pilsners and other styles, from brewers including Innis & Gunn and Liefmans, is expected to expand through seasonal offers and new partnerships.

Nick Howells, head of innovation at Carlsberg UK, said the range will help the UK free trade “tap into the thriving opportunity that is craft and speciality beer”.

As well as beers from Anchor Brewing, Shipyard Brewing, Meantime Brewing Company, Charles Wells and Marston’s, the range comprises:

  • The Bee 17 and The Lawn Mower from Backyard Brewery, part of Carlsberg’s Falkenberg brewery in Sweden
  • The Portobello London Pilsner from London's Portobello Brewing Company
  • Charles Wells & Dogfish Head DNA New World IPA, the result of a collaboration between Dealaware's Dogfish Head Brewery and English brewer and pub company Charles Wells
  • Grimbergen Blonde from Belgium's Grimbergen Abbey
  • Stevens Point IPA from Wisconsin's Stevens Point Brewery

A Carlsberg spokesperson told just-drinks that the beers from third-party brewers are either part of Carlsberg's UK distribution network or are purchased wholesale.

Last month, Carlsberg opened a new brewery in Sweden as part of a joint-venture with Brooklyn Brewery

Expert analysis

Cider Market in West Europe to 2019: Market Guide

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