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Carlsberg teams up with Brooklyn Brewery to handle UK distribution
Carlsberg UK has joined up with Brooklyn Brewery to become the exclusive distributor of the latter’s portfolio in the UK.
The pair have reached an agreement to transfer the distribution rights from James Clay, which will come into effect by 30 December this year, leading them to kickstart the partnership for the beginning of 2017, the Morning Advertiser reports.
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Brooklyn Brewery’s beer are imported from New York, and their range has expanded considerably over recent years as Brewmaster Garett Oliver looks to continue creating a wide array of beers that reflects life, traditions and cultures of communities from across the world.
Brooklyn has already enjoyed a long 11-year partnership with the Carlsberg group, which has already been selling Brooklyn beers across a number of European markets including Sweden and Denmark.
As it stands, Brooklyn produces five flagship beers, while Carlsberg has nine main beers and one cider, and Carlsberg UK vice chairman Liam Newton said that the partnership will help the pair to broaden what they can offer to drinkers looking for a more diverse choice, and also suggests that Carlsberg has an eye on the craft market.
“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 specialty beers and ciders, and we will ensure it thrives well into the future, like it has in the past.”