Carlsberg UK partners with Brooklyn Brewery on exclusive distribution of craft beer portfolio

Carlsberg UK is partnering with Brooklyn Brewery to handle the exclusive distribution of the Brooklyn Brewery beer portfolio in the UK, following agreement to transfer distribution rights from James Clay effective 30 December 2016.

Brooklyn Brewery is an independent brewer whose range stretches across a wide selection of seasonal beers including Brooklyn Lager, Brooklyn Scorcher IPA, Brooklyn Summer Ale and Brooklyn East IPA, each imported from New York and overseen by Brewmaster, Garrett Oliver.

The Brooklyn Brewery beer range will complement Carlsberg UK’s existing premium beer portfolio including Danish style pilsner Carlsberg Export, Belgium ale Grimbergen, Spanish lagers Mahou and San Miguel, and Sweden’s Backyard Brewery range including Bee 17 and Lawn Mower.

Liam Newton, vice president of marketing for Carlsberg UK, said: “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 [Total trade, CGA+ Nielsen MAT to July 2016].. 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, commented: “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.

“We would like to thank everyone at James Clay for the great work they have done to build Brooklyn to this point in the UK. They have been great partners and brand builders for the last fifteen years.”

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. The brewers have also cooperated to open two microbreweries; the New Carnegie Brewery in Stockholm, Sweden, which opened in 2015 and EC Dahls Brewery in Trondhom, Norway, which opened in August this year.




Get Our E-Newsletter - Wholesale News stories in your in-box, delivered weekly.
Will be used in accordance with our Privacy Policy

About The Author