Carlsberg launches new 'craft' beer and cider brands

The beer, called Shed Head and the cider, called Bad Apple, will be available across the on-trade on draught from early next month.

Shed Head is a 4.6% ABV American Pale Ale made with Cascade and Citra hops, produced in Sweden and imported to the UK, while Bad Apple has an ABV of 5.1% and is produced in Herefordshire.

Shed Head will become part of Carlsberg's Backyard Brewery range, which already features beers Lawn Mower and Bee 17.

'Fastest growing'​

David Scott, marketing director at Carlsberg UK, said: “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.

“Apple cider is worth £2.1bn to the on-trade and represents 73% of all cider. It’s a category that the UK has embraced in recent, leading to a boom for cider sales.

'Palates have developed'​

“Many drinkers who were introduced to the category during this time will be looking for new and exciting craft cider brands as their palates have developed.”

Both launches will be supported with branded glassware and fonts as well as an advertising campaign and sampling throughout 2016.

Earlier this week, Carlsberg’s wine and spirits division Crown Cellars launched a range of wines​ targeted specifically at younger, ‘quirkier’ customers.

The company wanted to bring new consumers into wine and encourage current wine consumers to try new grape varieties, said master of wine Jonathan Pendley, who helped develop the range.

Beer innovation is set to be top of the agenda at the upcoming Future Trends: Beer & Cider summit, held by the Publican's Morning Advertiser ​in London on 22 June. 

Graeme Loudon of CGA Strategy will give an in-depth look at the performance of the beer and cider categories within the on-trade and discuss the impact of new product launches on the market, revealing the results of extensive bespoke research. 

For more information visit www.FutureTrendsBeerandCider.co.uk​ or, to book your place, contact Joanne Horton (joanne.horton@wrbm.com - 01293 610 403).