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.


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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here