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New on-trade wine and spirits division for Carlsberg

Published:  18 June, 2012

Carlsberg UK has branded its wine and spirits division in a bid to bolster its on-trade business and communicate the range and expertise it can deliver to the sector.

Under the Carlsberg UK umbrella, Crown Cellars World Wines and Spirits brings together a comprehensive range of premium quality wines and household name spirits for the on-trade to stock alongside market leading lagers and cask beers.

Paul Waller, Carlsberg UK's director of third party brands, said: "We have been selling wine and spirits to the on-trade for over 20 years and the range has been getting increasingly popular. By branding this division, we hope to increase awareness of the range we offer alongside the expertise our wine and spirits specialists can offer outlets to make sure they are driving their offering and delivering the best choice and value to their consumers."

The company anticipates Crown Cellars World Wines and Spirits to follow in the footsteps of its cask beer business, Tapster's. Waller added: "Tapster's has been a real success story for the on-trade. Through this business, we offer around 150 cask beers and rotate the range regularly. In fact, we are the only national brewer to have received the Cask Marque Distribution Charter which is a sign that the beer is handled with the care and attention it needs so it arrives at the pub in the very best condition."

As one of the largest on-trade wine wholesalers in the UK, Crown Cellars offers over 500 wines, 100 of which are on-trade exclusives, alongside a tailor-made package of support for outlets, in-outlet training, tutored tastings and bespoke food matching with Crown Cellars' Master of Wine, Jonathan Pedley.

The range continues to expand with Crown Cellars recently adding Cloud Island, Jack & Gina, Plate 95, Castillo de Piedra and Varej as on-trade exclusive wines.