Carlsberg’s UK wine and spirits company Crown Cellars has created a publication entitled Spirits to help on-trade operators capitalise on the opportunities presented by this category, including results of research conducted with the on-trade.
The magazine follows on from similar initiatives from Carlsberg UK such as the Crafted Handbook and Tapster’s Cask Ale Guide.
It contains insight from months of research conducted by Crown Cellars with UK bar owners, bar managers and bartenders. The business worked with the Thinking Drinkers on the publication’s editorial content.
Containing more than 60 new products, Spirits also identifies a number of key themes from the on-trade interviews. These include Range, Story Telling, Tasting and Flavour. Tasting, for example, emphasises the importance of managers having tasted products they’re ordering, while Flavour is supported in the publication with flavour maps for key categories.
Crown Cellars has also identified gin and US whiskey as categories that ‘continue to capture consumer interest’, while vodka, blended whisky and tequila have ‘evolving reputations in the consumer mindset’. Rum, meanwhile, according to Spirits, is the ‘Next Big Thing’.
‘We have over 25 years’ experience in spirits and great relationships with our customers that allow us to dig deep and get the most out of our research and insight,’ said Katie Hewitt, spirits category manager at Crown Cellars.
‘This means that we can continually evolve our range, the support we offer, and the way we communicate with our customers.’
Paul Waller, Carlsberg UK director of third party brands, added: ‘We’re proud to build our offering on insight directly from the industry and the bar owning and tending community. We’re committed to delivering the best range, service and support – and communicating it to our customers in the way that inspires them.’