Carlsberg ramps up wine and spirits activity

Carlsberg UK is hoping to boost sales of its lesser know wine and spirits brands with the launch of a repurposed branded division that will work on a clear marketing focus for brands such as Cloud Island and Jack & Gina.

CarlsbergPic

The division is the result of a partnership with Crown Cellars World Wines and Spirits. Under the Carlsberg UK brand, the division will develop campaigns to run across pubs and clubs in the UK.

Paul Waller, director of third party brands at Carlsberg UK, says the company expects the division to emulate the success of its cask beer business Tapsters, which has “been a real success story for the on-trade.”

He adds: “By branding this division, we hope to increase awareness of the range we offer alongside the expertise our wine and spirits specialists can offer outlets to make sure they are driving their offering and delivering the best choice and value to their consumers.”

The announcement comes as sales of wine dropped by 8% in volume in bars and restaurants for the year to March 2012 while sales of spirits were down 1% according to the Wine and Spirits Trade Association.

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