Carlsberg unveils its first Christmas brew
The proceeds from the sales of Carlsberg Christmas Brew will be donated to local charity Northamptonshire Community Foundation.
The 5% ABV beer has a full-bodied taste with a balance of sweetness and bitterness, flavoured with Christmas spices and the rich aroma of orange peel and cinnamon.
The brew will be served in limited-edition stemmed glassware carrying a festive design, reminiscent of its Danish heritage as it incorporates a Nordic landscape and the brewer’s star from the original Carlsberg brewery gate in Copenhagen.
Charity donations
Carlsberg UK marketing vice-president Liam Newton outlined the inspiration for the new launch and how it will help the charity.
He said: “This is the first time Carlsberg UK has brewed a Carlsberg beer for Christmas. We were inspired by our colleagues in Denmark, where the Tuborg Christmas beer Julebryg is so popular this time of year.
“Beer drinkers in Northamptonshire deserve a unique brew of their own and our brewers were proud to craft it for them.
“Our purpose within Carlsberg is to brew a better today and tomorrow. Therefore, we are delighted to work with the Northamptonshire Community Foundation and to support the valuable work it does across the local community year round and specifically at Christmas.”
Festive beers
Northamptonshire Community Foundation chief executive Victoria Miles said: “This is an excellent opportunity for the foundation to continue to raise the profile of those who are vulnerable in our county and struggle to keep warm during the cold winter months.”
However, festive beers are not everyone’s cup of tea as beer sommelier Sophie Atherton looked at why most of them prove to be turkeys last year.
She said: “Simply sticking them on the bar and hoping for the best is a wasted opportunity to do something special, which actively draws people to the pub.”
