Crown Cellars creates new offering dedicated to spirits

Distilled Crown Cellars

Carlsberg UK has launched a dedicated spirits offering as part of its specialist division Crown Cellars, best known for supplying the trade with wines.

Spirits category manager Katie Hewitt and her team have compiled a newly expanded variety of carefully selected spirits from brands both large and small to create Distilled.

It will incorporate insight from industry experts to provide practical digital and print content updated regularly through a series of mini-guides, delivering advice focused on how to engage consumers at the bar and deliver memorable experiences.

Bartender-focused events will also open doors into the exploration of premium and quality sub-sectors throughout the year.

As part of the new offering, Distilled has worked with drinks specialists Ben McFarland and Tom Sandham of The Thinking Drinkers to create a series of engaging and educational videos to inspire bartenders.

Released over a five-month period, the snappy online tutorials will cover five core spirit areas – vodka, gin, rum, scotch whisky and American whiskey.

Katie said: “We’re excited to be part of the booming spirits market in the UK. We have spent a lot of time talking to bar owners and bartenders in order to build a strong and credible line-up of products that we have combined with tried and tested counsel in order support businesses that are as passionate about spirits as we are.

“Our partnership with The Thinking Drinkers has helped us develop a different way of communicating information on the spirits category, which will continue to not only evolve in line with consumer trends but as they are hosted online, they are accessible at any time day or night.

“We’re looking forward to extending the conversation with bartenders – celebrating innovative and exciting serves that can be executed perfectly every time.”

A new website has been developed for Distilled with operators and bartenders in mind, making it simple to navigate and showcasing the full Distilled portfolio. This will be coupled with new engaging social media activity across Facebook and Twitter under the name of @distilledUK.

The new offering was launched to the on-trade at an event in London last week (pictured).

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