Beer
Carlsberg launches new craft beer and cider offer
The new selection focuses on British cider and beers, and can be viewed in the company’s new guide, which features category insights alongside recommendations from industry experts such as beer writer Pete Brown.
In total there are 14 new draught beers, 17 new packaged beers and a seasonal range that is only available at certain times of the year.
Changing trends
The up-scaled canned offer reflects changing market trends towards canned beer and cider, according to Carlsberg.
As well as independent British and US brands, the new range also includes Carlsberg UK’s Shed Head from the Backyard Brewery in Sweden; Bad Apple from Herefordshire; and Gimbergen Blonde from Belgium.
Director of third-party brands at Carlsberg UK Paul Weller, said: “This year, we have a balanced range from the USA, Europe and a greater emphasis on the UK, recognising the quality of innovation from home-grown brands and products.”
Rigorous test
He added: “Importantly, we want to monitor trends and put new beers and ciders through a rigorous test before adding them to the portfolio.”
British brews:
- Hiver, Hiver The Honey Beer: a honey blonde beer with an ABV of 5% made using Challenger and UK Cascade hops. With an inviting honey and biscuit aroma, it has a clean malt character and a crisp, citrus finish
- Chapel Down, Curious Brew: a premium lager brewed by the UK’s leading winemaker. Re-fermented with Champagne yeast, it has a distinctive, clean and refreshing taste
- Rooster’s Brewing Co, Fort Smith: an American Pale Ale from the UK brewer with a reputation for creating ground-breaking, hop-forward pale ales that showcase exciting hops from the USA
World craft beers include Belgian Wits such as Hitachino Nest White Ale from Japan’s Hitachino brewery and Belgium brewery Duvel Moorgat’s Vedett White.
Other international brands include Little Creatures from the Fremantle Brewery in Australia and the Seventh Step from the the Žatecký Pivovar brewery in the Czech Republic.
