UK: Carlsberg partnering with an additional eight breweries to extend its beer portfolio

Carlsberg is partnering with an additional eight breweries to extend its beer portfolio across its 2015 Tapster’s Cask Ale range that will be available for on-trade customer orders this month, The Morning Advertiser reported on January 21.

The latest additions for 2015 include Business As Usual from Derby Brewing Company, Double Dragon from Felinfoel Brewery, Gower Gold from Gower Brewery, Rivet Catcher from Jarrow Brewing Company and Jaipur IPA from Thornbridge Brewery.

The Tapster’s permanent range consists of 55 ales available nationwide, all year-round. The 30 brewers featured in the 2015 range include Tetley’s, Adnams, Camerons, Fuller’s, Greene King, Hook Norton, Marston’s, Robinsons, St Austell and Thwaites.

Carlsberg’s Tapster’s Extra Choice range comprises nearly 100 additional ales available on bi-monthly rotation offering cask ale variety from breweries across the UK.

Paul Waller, director of customer service and third party brands at Carlsberg UK, said: “The beer category in the UK flourished in 2014 with new breweries and ales coming onto the market all the time. We are proud that so many additional breweries have chosen to partner with us and we are confident that our new brochure will be a valuable tool for boosting cask ale sales.”

“As well as providing useful insight into what’s important to cask ale drinkers, how to choose a range that’s right for your outlet and how best to promote it, the guide also looks at beer and food matching and the growing importance of female ale drinkers in the market.”

30 January, 2015