Carlsberg UK has unveiled its new portfolio of world, craft and speciality beers available to the on-trade, including a new craft cider section.
The Crafted line-up features 14 new draught beers, 17 new packaged beers and an extended seasonal range, available only at certain times of the year.
Responding to market trends, it also offers an up-weighted canned beer selection and a craft cider section for the first time – two sub-sectors which are fast gaining traction with consumers.
The range includes the latest Carlsberg UK launches: American pale ale Shed Head from the Backyard Brewery in Sweden, Herefordshire craft cider Bad Apple, and the premium Belgian beer Grimbergen Blonde.
New additions for 2016/17 see a focus on British craft brews including Hiver, a honey blonde beer with an ABV of 5% made using Challenger and UK Cascade hops, and Curious Brew – a premium lager brewed by leading English winemaker Chapel Down, re-fermented with champagne yeast to give it a distinctive, clean and refreshing taste.
Also new to the Crafted line-up is Fort Smith, an American pale ale from the UK’s Rooster’s Brewing Co which has a reputation for creating ground-breaking, hop-forward pale ales that showcase exciting hops from the USA.
Also added to the portfolio are Belgian wit-style beers including Hitachino Nest White Ale from the Hitachino brewery in Japan and Vedett White from Duvel Moortgat in Belgium.
There are also many international brands including Little Creatures from the Fremantle Brewery in Australia and The Seventh Step from the Žatecký Pivovar brewery in the Czech Republic.
The portfolio is complemented by the Crafted Handbook, an in-depth guide to current trends among producers and consumers, featuring category insights alongside recommendations from industry influencers, including leading beer writer Pete Brown and The Thinking Drinkers, Ben McFarland and Tom Sandham. The handbook provides information on each brand, including 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.
“The handbook is an accessible, entertaining and educational tool, suitable for publicans who want to venture into craft beer for the first time, as much as it is for aficionados looking for inspiration on the latest innovations from the category.”
Now in its third year, Crafted gives Carlsberg UK customers access to craft and world beers. The portfolio is sourced from both its third-party partners and the Carlsberg Group’s global portfolio.