Carlsberg brings more brewers to on-trade through ale range

Tapsters Carlsberg beer

Carlsberg UK has extended its portfolio of beers by partnering with eight breweries to introduce new brews to the on-trade through its 2015 Tapster’s Cask Ale range.

New beers include Business As Usual from Derby Brewing Company, Double Dragon from Felinfoel Brewery, Gower Gold from Gower Brewery, Rivet Catcher from Jarrow Brewing Company and Jaipur IPA from Thornbridge Brewery.

The Tapster’s “permanent” range consists of 55 ales available nationwide, all year round. The 30 brewers featured in the 2015 range include Tetley’s, Adnams, Camerons, Fuller’s, Greene King, Hook Norton, Marston’s, Robinsons, St Austell and Thwaites.

The Tapster’s “Extra Choice” range comprises nearly 100 additional ales available on bi-monthly rotation and aimed at bars and pubs with experienced cask ale drinkers who like trying something different.

This is a range of lesser-known ales, often seasonal and handpicked from breweries across the UK, available through Carlsberg UK’s monthly Deals brochure.

The 2015 brochure provides a profile of all partner breweries, highlighting the latest newcomers as well as a list of products available through Carlsberg UK.

It includes an overview of the cask ale category and looks at the trends and opinions from key industry experts. It also provides advice to help licensees ensure they achieve the maximum benefit from stocking the beers, from engaging cask drinkers with social media through to serving the perfect pint every time.

Paul Waller, director of customer service and third-party brands at Carlsberg UK, said: “The beer category in the UK flourished in 2014 with new breweries and ales coming onto the market all the time. We are proud that so many additional breweries have chosen to partner with us and we are confident that our new brochure will be a valuable tool for boosting cask ale sales.

“As well as providing useful insight into what’s important to cask ale drinkers, how to choose a range that’s right for your outlet and how best to promote it, the guide also looks at beer and food matching and the growing importance of female ale drinkers in the market.

“It’s a comprehensive guide that readers can dip in and out of as required, and reflects our commitment to truly supporting our customers in all aspects of their business.”

The Tapster’s guide was received the award for best beer writer in corporate communications at the 2014 British Guild of Beer Writers awards – the second time in three years it has won the accolade.

More than 20% of all cask ale in the UK passes through Carlsberg UK’s 12 depots, all of which have been awarded Cask Marque accreditation, and the brewer is the only national brewer to retain its own logistics operation.

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