Carlsberg UK has launched its 2014 Tapster’s range of Great British Cask Ales, enabling on-trade customers to tap into an opportunity worth over £1.6 billion annually.
The Tapster’s ‘permanent’ range consists of 47 ales available nationwide and year round, supported by regular promotional activity and in-outlet point of sale mechanics such as try-before-they-by. Brewers featured in the 2014 range include Tetley’s, Adnams, Camerons, Greene King, Hook Norton, Marston’s, Robinsons, St Austell and Thwaites.
The Tapster’s ‘Extra Choice’ range comprises over 100 additional ales, available on monthly rotation and tailor-made to cater for experienced Cask Ale drinkers looking for something different. This is a range of lesser-known ales, often seasonal and handpicked from breweries across the UK, available through Carlsberg UK’s monthly deals brochure.
The on-trade can be assured that Carlsberg UK knows how to handle its ales, with each of its 12 distribution depots achieving Cask Marque accreditation. Achieving this status is no mean feat, with inspection taking place twice per year, guaranteeing that all ales will be delivered to customers in pristine cellar condition, just as the brewer intended.
Further Cask Ale support is available to customers through discounted CPL Training Courses – The Bar Excellence Award and An Introduction to Cellar Management – plus Carlsberg UK’s Trade Quality Managers can provide help and support with in-outlet training such as the BII ABCQ and Carlsberg Gold Award. A Cask Marque trained telephone support team is also available for support and guidance.
Paul Waller, Customer Service & Third Party Brands Director at Carlsberg UK, said: “We’re working hard to be the best beer and beverage business in the UK and our Tapster’s range demonstrates our commitment to the Cask Ale category. Our ambition is to provide the best possible range, service and support to customers, enabling them to tap into a thriving opportunity.
“Why should the on-trade care? 164 new breweries opened in the UK in 2013 and Cask Ale accounts for 16% of all beer sold in the on-trade, therefore having an appropriate range that changes regularly, backed up by industry-leading training and support, enables businesses to capitalise and grow their business at the right time.”
Paul Nunney, Cask Marque Executive Director, added: “We look forward to continued success within the Cask Ale sector this year and working closely with Carlsberg UK to offer the best service and quality possible to customers.”
To start stocking Carlsberg UK and the Tapster’s range call 08457 820820 or visit www.carlsbergwedelivermore.co.
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Notes to editors:
For further information please contact:
Andrew Roache
T: 01604 668242
E: andrew.roache@carlsberg.co.uk
Twitter: @Carlsberg_UK
About Carlsberg UK
Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel, Tetley’s and Somersby Cider.