Carlsberg UK adds beers to Crafted line-up for on-trade


Toast Pale Ale

Five new draught beers and 12 packaged ones feature in the new portfolio of craft beers and ciders available to the on-trade from Carlsberg UK.

The new Crafted Handbook contains 66 beers and ciders along with information to help licensees to sell and promote them, including food pairing insights from leading beer writer Peter Brown.

Additions to the line-up include Toast Pale Ale, in 330ml bottles, which is made from surplus fresh bread. It was the winner of Carlsberg UK’s “Your Beer, Here?” competition which gave independent breweries the chance to secure a listing in the handbook.

Rob Wilson, chief toaster at Toast Ale, commented: “We are thrilled to have won Carlsberg UK’s first Your Beer, Here? competition. Although we are a relatively young company, we are ambitious and see this as a fantastic chance to share our brew and message with an established and wide network of national contacts.

“Although we have formed a strong and loyal customer base in the off-trade, we hope our new partnership with Carlsberg UK will create an opportunity for us to conquer the on-trade.”

This year’s Crafted Handbook also includes listings from Brooklyn Brewery after Carlsberg UK formed a partnership with the American brewery to market and distribute its range of beers in the UK.

After the success of Brooklyn Brewery’s Lager and East India Pale Ale, the Crafted 2017/18 portfolio includes four new variants: American Ale, Sorachi Ale, ½ Ale, and Scorcher IPA in packaged and draught formats.

Adrian Rigby, marketing manager for Crafted at Carlsberg UK, said: “We are committed to developing and growing the craft beer category, which has seen huge growth in popularity over recent years. Through significant investment and innovation, Carlsberg UK has successfully attracted new drinkers to the broader beer category.

“We couldn’t be happier that Toast Ale is the winner of our Your Beer, Here? competition. It’s a unique beer that embodies and reflects our values and ambition at Carlsberg UK.”

Now in its fourth year, Crafted gives Carlsberg UK customers unrivalled access to craft and world beers. The portfolio is sourced from Carlsberg UK’s third-party partners and the Carlsberg Group global portfolio which includes Grimbergen, Celia, Poretti and Tuborg.

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