Distilled: Upgrade your spirits offering with Carlsberg UK's specialist team



25 July 2019

Bringing an eclectic mix of venues to Liverpool’s city centre – from creatively designed hotel rooms, a central rooftop bar and its famous pool-party apartments – Signature Living is one of the most innovative hospitality companies in the UK.

With this kind of variety, it means that everyone is catered for, but it also means there is no one-size-fits all approach when it comes to serving spirits in its venues.

That’s why they’ve enlisted the help of Distilled. The specialist spirits division of Carlsberg UK has more than 25 years’ experience, a carefully curated range of hundreds of spirits and an expert team who know the on-trade and spirits world inside out. Imbibe spoke to the teams to find out how the companies are working together.

Joseph Smith, F&B development manager at Signature Living group:

We have a diverse portfolio so our customer base is very varied. We host hen parties, conferences, weddings and outdoor festivals – we have a lot going on. We call it our organised beautiful chaos.

Our bar managers are encouraged to design their own unique drinks menus that reflect each venue, and Distilled has such a good portfolio that we’re able to do that.

Our Carpathia Champagne Bar & Restaurant is named after the ship that rescued Titanic survivors in 1912, and this menu is inspired by drinks of the time, while Alma de Cuba is very Latin themed, with lots of rums and high-end cocktails.

We get 90% of our spirits from Distilled now. The flexibility of its products is fantastic – I get some really interesting ones through them, as well as the trusted brands that people like to see on the back bar, and the prices are great.

Its training is second to none. It’s helped us to significantly upsell to premium spirits. We have many talented bartenders and we’re committed to investing in their development so we’ll be utilising Distilled’s training experts on an ongoing basis.

Katie Hewitt, spirits category manager at Carlsberg UK:

Working with Signature Living is an absolute pleasure and it’s so exciting to see how they experiment with spirits across their different venues.

They are on the pulse with drinks trends across Liverpool and have noticed an uplift in classic cocktails like the Old Fashioned and Negroni and less of a male-versus-female divide in the spirits people order. They are fantastic at adapting their menus to meet customer needs.

We can help, as we’re able to provide the scale of a big company like Carlsberg UK, as well as the niche expertise of our spirits professionals who offer advice on spirits selection, menu creation and staff training – so they get the best of both worlds.

For further information, downloadable brochures, video tutorials and spirits inspiration, visit or call the Distilled team on 0845 072 7092

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