Carlsberg seeks brewers to add to upcoming ‘Crafted’ portfolio

By Daniel Woolfson

- Last updated on GMT

Crafted: Carslberg 'committed to building the craft beer category'
Crafted: Carslberg 'committed to building the craft beer category'

Related tags: Beer, Brewery, Brewing

Carlsberg has launched a competition for craft brewers and importers offering the chance to get their beer listed in its ‘Crafted 2017’ portfolio. 

Brewers can enter the contest, named 'Your beer, here?' by submitting their beers for evaluation by a judging panel including beer writer Pete Brown, Mark Stretton of Fleet Street Communications and members of the Crafted portfolio team.

The winning selection will be showcased in the company’s Crafted portfolio and handbook when it launches in April – making it available to thousands of pubs over the next 12 months.

'Brilliant category'

Carlsberg Crafted marketing manager Adrian Rigby said: “The craft beer category is brilliant, diverse and innovative but, above all, it’s competitive and the route to market can be challenging.

“As a brewer, we are committed to building the craft beer category and community in the on-trade and believe that through this opportunity and the established profile of our award-winning Crafted handbook, we can give and up-and-coming craft stars a hand.”

Carlsberg’s 2016-17 Crafted​ range featured beers from Hiver, Chapel Down and Rooster’s Brewing Co as well as international offerings such as Hitachino Nest White Ale from Japan’s Hitachino brewery and Little Creatures from Australia’s Fremantle Brewery.

Focus on younger drinkers

The company recently launched new limited-edition packaging for it’s well-known flagship lager aimed at attracting younger drinkers​.

The new 300ml bottles, which feature a design based on “an abstract interpretation” of the beer’s ingredients, will be available across the on-trade until September 2017. 

Related topics: Beer

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