Carlsberg introduces Jacobsen craft ales to UK on-trade


Jacobsen beers

Jacobsen craft beers, which are brewed at the Carlsberg brewhouse in Copenhagen, have been introduced to the UK on-trade.

Carlsberg UK has launched Jacobsen Saaz Blonde and Jacobsen, its “luxury” ale range named after the company’s founder, JC Jacobsen.

The Jacobsen range, which is produced at the historic Jacobsen Brewhouse in Copenhagen, was launched in Denmark 10 years ago.

Jacobsen Saaz Blonde, at 7.1% ABV, is brewed according to Belgian traditions using Czech Saaz hops, which contribute to a fruity aroma and dry notes of angelica root, clove and coriander.

Jacobsen Velvet, at 5.9% ABV, is a light golden ale that is soft, bubbly and sweet, without bitterness and with a vinous aroma and fruity notes.

David Scott, director of brands and insight at Carlsberg UK, said: “The brand was developed to encapsulate JC Jacobsen’s philosophy of ‘unlimited dedication’ – the promise to produce premium beers of exceptional quality, which is truly reflected in both the Saaz Blonde and Velvet variants.

“We are delighted to launch Jacobsen into the UK on-trade and are confident that the brand brings an additional premium dimension to the craft beer opportunity that is particularly suited to matching with food.”

Carlsberg UK sees both Jacobsen variants as being able to tap into the burgeoning trend for beer and food pairing. Jacobsen Saaz Blonde is recommended with white fish and moulded cheeses, while Jacobsen Velvet pairs perfectly with seafood dishes.

The craft beer category has exploded in recent years and shows no signs of slowing down. It grew 21% last year to a value of £439million in the UK on-trade, according to CGA Brand Index data for 2014.

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