Among the 65 beers and ciders featured in this year’s handbook is Toast Ale, the winner of Carslberg UK’s first ‘Your Beer, Here?’ competition.
Toast Ale, the UK’s first ‘bread to beer’ ale is available to stock in thousands of pubs, bars and restaurants for 12 months.
The beer is brewed by replacing one third of the malted barley with surplus bread, and all profits from its sale go to food waste charity Feedback.
'An opportunity to conquer on-trade'
Rob Wilson, chief toaster at Toast Ale, said the company was “thrilled” to have won the competition.
He said: “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 brewery to market and distribute its range of beers in the UK.
The 2017-18 portfolio includes four new Brooklyn beers – American Ale, Sorachi Ale, ½ Ale, and Scorcher IPA, adding to the previously stocked Lager and East India Pale Ale.
'Attracting new drinkers'
Carlsberg UK has also worked with award-winning beer writer and The Morning Advertiser columnist Pete Brown to increase the number of food and drink pairings in the on-trade.
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 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.”
Now in its fourth year, Crafted gives Carlsberg UK customers access to craft and world beers. The portfolio is sourced from Carlsberg UK’s third-party partners and the Carlsberg Group global portfolio.
The group recently announced its intention to purchase a UK craft brewery to bolster its portfolio of brands.