Carlsberg UK is partnering with New York-based Brooklyn Brewery to handle the distribution of its craft beer portfolio in the UK, following agreement to transfer the rights from James Clay on 30 December 2016.
Brooklyn Brewery is an independent brewer offering a wide selection of beers including Brooklyn Lager, Brooklyn Scorcher IPA, Brooklyn Summer Ale, Brooklyn East IPA and Brooklyn Sorachi Ace, each imported from New York.
Carlsberg UK said that the Brooklyn Brewery beer range will complement its existing premium beer and cider portfolio which includes craft cider Bad Apple, Danish style pilsner Carlsberg Export, Italian lager Poretti, Belgium ale Grimbergen, Spanish lagers Mahou and San Miguel, and Sweden’s Backyard Brewery range including Shed Head, Bee 17 and Lawnmower.
In the Free Trade, Carlsberg UK will manage the Brooklyn Brewery portfolio through its newly-launched brand and sales division, House of Beers. House of Beers is dedicated to world, craft and speciality beers and ciders, and provides specialist support to customers operating premium pubs, bars and restaurants in major cities across the UK.
Liam Newton, vice president of marketing for Carlsberg UK, commneted: “Brooklyn Brewery is at the forefront of the craft beer revolution, brewing quality beers that drinkers seek out and enjoy. Brooklyn Lager has seen value growth of 54% over the past year in the UK. The Brooklyn beer range will complement our existing portfolio of premium, craft and speciality beers and ciders and we will ensure it thrives well into the future, like it has in the past.”
Eric Ottaway, Chief Executive Officer of Brooklyn Brewery, added: “This move is an extension of Brooklyn’s relationship with Carlsberg throughout Europe, and we look forward to working creatively with Carlsberg UK on the continued development of the Brooklyn brand in the UK.”
The agreement between Brooklyn Brewery and Carlsberg UK follows an 11-year relationship between Brooklyn Brewery and the wider Carlsberg Group, which sells Brooklyn products in over a dozen markets including Denmark and Sweden.