Carlsberg UK has announced Toast Ale as the winner of its first YOUR BEER, here? competition which gave independent breweries the chance to secure a listing in its new Crafted Handbook, launched today.
Toast Ale will feature alongside 65 beers and ciders in this year Handbook, which also includes five new draught and 12 new packaged world, craft and speciality beers.
Responding to the rising consumer trend for experiences, especially within food and drink, Carlsberg UK has worked with award-winning beer writer Pete Brown in this year’s edition to upweight the food and beer pairing insights for the on-trade. This will enable operators to create informed and knowledgeable menu recommendations, and a bespoke offering to excite and engage customers.
The inaugural YOUR BEER, here? competition was launched earlier this year and was open to craft brewers and importers. Toast Ale, the UK’s first ‘bread to beer’ ale, will now be available to stock in thousands of pubs, bars and restaurants in the UK for 12 months.
Rob Wilson, chief toaster at Toast Ale, commented: “We are thrilled to have won Carlsberg UK’s first YOUR BEER, here? competition. Although we are a relatively young company, we are ambitious and see this as a fantastic chance to share our brew and message with an established and wide network of national contacts. Although we have formed a strong and loyal customer base in the off-trade, we hope our new partnership with Carlsberg UK will create an opportunity for us to conquer the on-trade.”
This year’s Crafted Handbook also includes listings from Brooklyn Brewery, following Carlsberg UK’s partnership with the iconic brewery to market and distribute its diverse range of beers in the UK. Following the success of Brooklyn Brewery’s Lager and East India Pale Ale, the Crafted 2017/18 portfolio includes four new variants – American Ale, Sorachi Ale, ½ Ale, and Scorcher IPA in packaged and draught formats.
Adrian Rigby, marketing manager for Crafted at Carlsberg UK, commented: “We are incredibly excited about the fantastic range of craft beers that make up this year’s Crafted portfolio. We are committed to developing and growing the craft beer category, which has seen huge growth in popularity over recent years. Through significant investment and innovation, Carlsberg UK has successfully attracted new drinkers to the broader beer category.
“We couldn’t be happier that Toast Ale is the winner of our YOUR BEER, here? competition. It’s a unique beer that embodies and reflects our values and ambition at Carlsberg UK.”
Now in its fourth year, Crafted gives Carlsberg UK customers unrivalled access to craft and world beers. The portfolio is sourced from Carlsberg UK’s third party partners and the Carlsberg Group global portfolio.
ENDS
For media enquiries please contact:
Chloe Walden Fleet Street Communications T: 020 3567 5802 E: chloe@fsc.uk.com
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Keep informed of the latest Carlsberg UK news in its digital newsroom where you will find press releases and accompanying images to download and share: www.carlsberguk.co.uk/newsroom.
Notes to editors:
About Carlsberg UK
Carlsberg UK brews and sells premium quality beers, including Carlsberg, Carlsberg Export, Poretti, Grimbergen, Celia and Tuborg, as well as holding the UK brand licence for San Miguel, Mahou and the Brooklyn Brewery craft beer portfolio. To find out more about the company, its brands, its sustainability work and how to become a customer, visit: www.carlsberguk.co.uk or follow the story on Twitter @CarlsbergUKCorp.
About Toast Ale
Toast Ale, founded in January 2016, is an award-winning craft beer company on a mission to prove that the alternative to food waste is delicious and pint sized. Toast Ale sources surplus loaves from bakeries and the heel ends of loaves not used by sandwich makers when producing commercial sandwiches to help produce great craft beer, eliminate bread waste directly by brewing as much of it as possible, raise awareness of the problems of, and solution to, food waste, and donate to Feedback, and other local food waste organisations.
Chloe Walden | Senior Account Executive
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