Carlsberg UK celebrates five years of Crafted beer portfolio

Carlsberg's Crafted

Carlsberg UK is marking five years since the launch of its Crafted beer portfolio with a new edition to support the range.

The emerging craft beer category has gone from strength to strength, and the trend is showing no sings of slowing down, with sales up 15% and distribution up 20% this year versus 2017.

Compiled by experts at Carlsberg UK in conjunction with renowned beer writer Pete Brown, this year’s Crafted handbook features 64 beers and ciders including draught, world, craft and speciality variants.

New for this year are additional variants from Toast, the brewery behind the UK’s first ‘bread to beer’ ale and winners of last year’s ‘Your Beer Here?’ competition which offered a new brewery the chance to secure a listing.

Innovation from the London Fields brewery is showcased within the range, alongside firm favourites from established breweries including Brooklyn Brewery, Duvel Moorgat and Brewdog. Lesser known beers such as Session from ShinDigger also feature.

Adrian Rigby, marketing manager for Crafted at Carlsberg UK, said: “We are extremely proud to have built what has become a highly respected go-to guide for craft beer and cider which has helped so many publicans feel confident about providing a craft offering and boosting their sales as a result.

“Since we launched the range, we’ve seen an incredible amount of innovation in the category and consumers have responded enthusiastically by experimenting with so many new styles and variants.

“The category growth is showing no sign of slowing down so we’re delighted to continue supporting our customers in making the most of it.”

The handbook offers step-by-step guidance on how to get started when choosing a craft beer range as well as providing advice on glassware and helping customers to tap into the trend for dining ‘experiences’ by offering useful tips on pairing beer with food.

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