UK: Carlsberg to create new “crafted” portfolio of 28 beers

Carlsberg has chosen 28 beers to create a new “crafted” portfolio, aimed at its freetrade customers who want to expand their beer offer, The Morning Advertiser reported on June 2.

The brewer says year-on-year growth for craft beer in the UK is up 75% and the average pint of craft beer can be up to 90p a pint more expensive (both CGA Brand Index).

Beer writer Pete Brown authored the introduction to a guide to the portfolio, and said: “Despite its relatively small market share, four out of 10 publicans already think they should be stocking craft. That’s because it attracts a much broader set of drinkers than usually drink beer.

“These drinkers believe craft beer gives them a special experience that is worth paying more for. And that means a pub, bar or restaurant that still doesn’t offer craft beer is one that’s missing an obvious opportunity.”

The beers come from a number of breweries across the globe, including some of Carlsberg’s own such as the Swedish Backyard Brewery.

London-based Portobello Brewing Company, the American Stevens Point Brewery and Abbey brewery Grimbergen are also on the list, alongside more recognisable names such as Liefmans, Innis & Gunn, Greene King and Marston’s.

Nick Howells, head of innovation at Carlsberg, said: “Our Crafted range complements our existing portfolio of core and world beers including Carlsberg, Tetley’s, Staropramen and San Miguel, and demonstrates our commitment to supporting the freetrade who want to grow their business and attract new customers through developing and growing a craft and speciality beer offer.”

04 June, 2014