New Craft Beer and Cider Brands to Strengthen Carlsberg UK’s Premium Portfolio

 Breaking News
  • Building the Unilever of the Future Unilever has announced the next steps in its transformation into a simpler, more agile and more focused business. The changes are designed to further drive long-term performance and shareholder value, and build upon the company’s Connected 4 Growth programme. Unilever will simplify its corporate structure. This entails moving from two legal entities – Unilever NV and [...]...
  • Irish Whiskey Association Welcomes 14% Increase in Exports in 2017 Irish whiskey exports recorded a 14.2% increase in value in 2017, according to the Central Statistics Office’s (CSO) 2017 Trade Statistics report. Irish whiskey is exported to over 135 international markets. The category saw a 16.7% increase in exports to the US, its largest export market; a 15.7% increase in exports to Canada and 9.2% increase in [...]...
  • 1 in 5 Meals Eaten Out of Home as European Consumers Favour Service Over Home Cooking More flexible menus and an increase of meal occasions from breakfast and all day brunch through to dinner has led to a €4.1 billion increase in food service sales in 2017 to €335.9 billion according to a new report launched by IRI GIRA Foodservice. One in five meals (18% of all meals) are consumed outside the [...]...
  • Nestlé UK & Ireland Cuts More Than 60 Billion Calories in Just Three Years The amount of sugar in Nestlé’s UK and Irish products has been reduced by more than 2.6 billion teaspoons since 2015 thanks to an ongoing, intensive programme of innovation and reformulation. A report, issued by Nestlé, reveals that more than 60 billion calories have also been removed from Nestlé UK & Ireland’s portfolio in the [...]...
  • Müller Targets New Segments of UK Yogurt Category Müller UK & Ireland has announced two new yogurt products as it continues to develop, manufacture and market a new generation of branded yogurt and desserts products. The dairy company, which is the Official Yogurt of British Athletics*, has revealed Müller Quark Yogurt and Müller Corner Lactose Free*, with both products launching in March and May [...]...

New Craft Beer and Cider Brands to Strengthen Carlsberg UK’s Premium Portfolio

New Craft Beer and Cider Brands to Strengthen Carlsberg UK’s Premium Portfolio
May 17
12:50 2016

Carlsberg UK has launched two new premium brands exclusively in the on-trade. Craft beer, Shed Head and craft cider, Bad Apple, will are now available on draught in bars and pubs.

Shed Head is a 4.6% ABV American pale ale, dry hopped using Cascade and Citra hops, brewed in Falkenberg, Sweden and imported to the UK. The beer is balanced perfectly with bitterness and tropical fruit aromas, providing refreshment and delivering on flavour. Shed Head joins Carlsberg UK’s popular Backyard Brewery range, alongside Lawn Mower and Bee 17, which have both been available in 330ml can format in the UK since 2014.

Bad Apple, an expertly blended 5.1% ABV cider, is the first craft cider in Carlsberg UK’s portfolio. Produced in Herefordshire, it blends four distinctive cider fermentations to produce a tangy, fresh-pressed apple and blossom scent, alongside flavours of sweet, spicy apples, balanced with a crisp, dry mouthfeel and lingering oak taste.

Both Shed Head and Bad Apple will be supported with branded glassware and stand-out fonts which have been designed to communicate each brand’s identity and premium proposition. Carlsberg UK will also be supporting the launches through advertising and sampling throughout the year.

David Scott, Marketing Director at Carlsberg UK, comments: “Innovation and brand building are at the forefront of our approach this year, so we’re thrilled to be growing our premium portfolio. As the craft beer revolution goes from strength-to-strength, we are delighted to introduce Shed Head, a new premium craft beer packed full of flavour that we know beer-drinkers will love. Pale ales are one of the fastest growing styles of beer, representing almost one in three craft beer sales, so now is the perfect time to launch Shed Head to the on-trade, supported by an iconic and unique font which will achieve stand-out on any bar.”

David Scott continues: “Apple cider is worth £1.2bn to the on-trade and represents 73% of all cider². It’s a category that the UK has embraced in recent years, leading to a boom for cider sales. Many drinkers who were introduced to the category during this time will be looking for new and exciting craft cider brands as their palates have developed. We’re confident Bad Apple will be a perfect fit for them as it delivers impactful, authentic flavour alongside true craftsmanship and quality.”


About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 18, 2018ProWein
  • March 21, 2018World Olive Oil Exhibition
  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here