'Distilled' was officially unveiled at an exclusive on-trade community event in Soho, central London, on 10 April.
The offering will provide licensees with an expanded variety of carefully selected spirits from brands both large and small.
The portfolio is accompanied with practical digital and print content on how to engage consumers at the bar and deliver memorable experiences.
Supporting passionate businesses
Crown Cellars spirits category manager Katie Hewitt expressed the importance of treating wines and spirits differently.
She said: “We’re excited to be part of the booming spirits market in the UK. We have spent a lot of time talking to bar owners and bartenders in order to build a strong and credible line-up of products that we have combined with tried and tested counsel in order to support businesses that are as passionate about spirits as we are.”
As part of the new offering, Distilled has also worked with drinks journalists Ben McFarland and Tom Sandham (Thinking Drinkers) to create a series of engaging and educational videos to inspire bartenders.
Released over a five-month period, the innovative and snappy online tutorials will cover five core spirit areas – vodka, gin, rum, Scotch whisky and American whiskey.
Commenting on the relationship with Thinking Drinkers, Hewitt added: “Our partnership with Thinking Drinkers has helped us develop a different way of communicating information on the spirits category, which will continue to not only evolve in line with consumer trends but, as they are hosted online, they are accessible at any time day or night.
“We’re looking forward to extending the conversation with bartenders – celebrating innovative and exciting serves that can be executed perfectly every time.”
As well as editorial that is designed to inspire career bartenders – exploring flavour combinations, serve ideas and sharing views from industry names – a Distilled website has also been developed with operators and bartenders in mind, making it simple to navigate the full Distilled portfolio.