UK: Carlsberg UK launching premium beer brewed in Sweden

Carlsberg UK is to launch a premium beer and craft cider exclusively in the on-trade this spring, available on draught in bars and pubs, Bar Magazine reported on April 27.

Available from May 2, they are Shed Head, a 4.6% ABV American-style pale ale, and Bad Apple, a 5.1% ABV cider from Herefordshire – the first craft cider in Carlsberg UK’s portfolio.

Shed Head is dry hopped using Cascade and Citra hops, brewed in Falkenberg, Sweden and imported to the UK. The beer is balanced perfectly with bitterness and tropical fruit aromas to provide refreshment and deliver on flavour.

It joins Carlsberg UK’s popular Backyard Brewery range, alongside Lawn Mower and Bee 17, which have both been available in 330ml can format in the UK since 2014.

David Scott, marketing director at Carlsberg UK said: “As the craft beer revolution goes from strength-to-strength, we are delighted to introduce Shed Head, a new premium craft beer packed full of flavour that we know beer-drinkers will love.”

Citing CGA Strategy figures, he added: “Pale ales are one of the fastest-growing styles of beer, representing almost one in three craft beer sales so now is the perfect time to launch Shed Head to the on-trade, supported by an iconic and unique font which will achieve stand-out on any bar.”

28 April, 2016