Carlsberg launches first craft cider brand

Carlsberg UK has launched two new brands, including its first ever craft cider, exclusively for the UK on-trade in an effort to strengthen its premium portfolio.

Bad Apple, a 5.1% craft cider blended from four fermentations in Herefordshire, is the first craft cider brand to be added to Carlsberg UK’s portfolio. The premium apple cider category is worth £1.2bn to the UK on-trade and represents 73% of all cider sales.

“It’s a category that the UK has embraced in recent years, leading to a boom for cider sales,”said David Scott, marketing director at Carlsberg UK. ” 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.”

The cider is described as having a “tangy, fresh-pressed apple and blossom scent”, with a flavour profile that comprises “sweet, spicy apples, balanced with a crisp, dry mouthfeel and lingering oak taste”.

Carlsberg has also launched Shed Head, a 4.6% abv American pale ale, dry hopped using Cascade and Citra hops, which is brewed in Falkenberg, Sweden. It joins Carlsberg UK’s “Backyard Brewery” range, alongside Lawn Mower and Bee 17, which have both been available in 330ml can format in the UK since 2014.

“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,” added Scott, “supported by an iconic and unique font which will achieve stand-out on any bar.”

Craft beer, Shed Head and craft cider, Bad Apple, will be available on draught in bars and pubs from 2 May.