Carlsberg
Carlsberg adds gluten-free craft lager to premium portfolio
The company will include two lagers within its portfolio, Celia Organic and Celia Dark, which are both imported to the UK.
Both products are brewed using a gluten-free process and will also undergo a silicon filtration technique to make it suitable for vegans.
Premium beer
The company’s premium portfolio includes other brands such as the Backyard Brewery range, Belgian Abbery beer Grimbergen and Spanish beer Mahou. The New York craft brewer, Brooklyn Brewery, will also be added next year.
Liam Newton, vice president, marketing for Carlsberg UK, said: “Celia Organic and Celia Dark are quality Czech beers, loved by beer drinkers for their exceptional flavour and ability to perfectly complement good food.
“The fact that they are brewed to be gluten-free gives the brand an added point of difference – particularly relevant given current consumer trends – which is why we are delighted that Celia will be joining our beer portfolio.
"We are very much looking forward to working alongside the iconic brewery, helping to reach many more people with these exceptional beers.”
Recent investment
Last month, the company’s Italian beer brand, Birrificio Angelo Poretti, experienced record sales growth – up by 150%.
Poretti has been a key focal point for Carlsberg UK in the past 12 months, recent investment has also been used to launch a sampling campaign to drive brand awareness and engage consumers across the country.
The beer was sampled from the brand’s bespoke sampling vehicle – an authentic Piaggio van with its own bar and beer tap.
At the time, Newton said: “Today, people have a much richer knowledge of and are far more excited about international beers – a movement that has been largely led by the Italian lager category.
“Italian culture is a prominent trend within the UK at the moment – from its food and drink, to its heritage – so it’s a great time to create a platform from which beer drinkers can discover the great taste of Poretti.”
