Carlsberg UK builds House of Beer for premium bar activities

Grimbergen bottles

Carlsberg UK is to provide specialist support to pubs and bars through a new division dedicated to its portfolio of premium-quality beers.

The new premium brand and sales division, called the House of Beers, will be focused on premium on-trade venues in the independent free trade in major cities across the UK including central London.

The House of Beers portfolio includes Carlsberg UK’s collection of premium and craft beer and cider brands such as its Backyard Brewery range imported from Sweden, its Herefordshire craft cider Bad Apple, Belgian beer Grimbergen and Spanish beer, Mahou. It will also be looking to expand the portfolio in the future.

The total Carlsberg UK brand portfolio, which includes the House of Beers, is being curated by Liam Newton, vice president brands marketing, who joined the brewer in June having held roles at brand consultancy Landor, Nestlé, AB InBev and Bacardi Brown-Forman Brands. Newton will be supported by a specialist marketing team with experience in developing premium brands.

To provide special expertise with customers, Carlsberg UK has recruited specialist sales director Craig Ogden to lead the House of Beers sales team, having worked previously at Rémy Cointreau UK and Bacardi Brown-Forman Brands.

To support the House of Beers, the brewer has already put in place a team of brand ambassadors for its Backyard Brewery, Grimbergen and Bad Apple brands. The ambassadors are supporting the growth of the brands across major cities and within customers’ on-trade venues through bespoke training, brand support, advice and events.

The transformation of the UK business is being led by UK chief executive officer, Julian Momen, who said: “This is a pivotal moment in the transformation of our business to focus on brewing and selling a portfolio of premium-quality beer brands.

“We remain committed to our core brands and core customer-offering, but through focused expertise and a specific brand portfolio, the House of Beers adds something new, and will be built by the right people, with the right capabilities, enabling us to help build customers’ businesses in line with consumer desire for premium, world and craft.”

Carlsberg UK also recently launched its Crafted portfolio of 60 world and speciality beers and ciders into the on-trade, featuring beers from other brewers including Hiver, Chapel Down, Rooster’s Brewing Co, Hitachino Brewery and Brooklyn Brewery.

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