Crown Cellars, the specialist wine and spirits division of Carlsberg UK, is marking a new era with the launch of a comprehensive, multi-platform, integrated spirits offering, Distilled. The new portfolio was launched at an exclusive on-trade community event in London’s Soho on Tuesday 10^th April with over 20 brand owners and ambassadors to showcase the latest offering and provide a forum for knowledge sharing and advice.

Building on the momentum and expertise of Crown Cellars, Spirits Category Manager Katie Hewitt and the team listened to licensees who expressed the importance of treating wines and spirits differently, and have compiled a newly expanded variety of carefully selected spirits from brands both large and small. Distilled will incorporate insight from industry experts to create practical digital and print content updated regularly through a series of mini-guides, delivering advice focused on how to engage consumers at the bar and delivering memorable experiences. Bartender focused events will also open doors into the exploration of premium and quality sub-sectors throughout the year.

As part of the new offering, Distilled has worked with the Thinking Drinkers to create a series of engaging and educational videos to inspire bartenders. Released over a five-month period, the innovative and snappy online tutorials will cover five core spirit areas – Vodka, Gin, Rum, Scotch Whisky and American Whiskey. 

Katie Hewitt, Spirits Category Manager at Distilled, says: “We’re excited to be part of the booming spirits market in the UK. We have spent a lot of time talking to bar owners and bartenders in order to build a strong and credible line-up of products that we have combined with tried and tested counsel in order support businesses that are as passionate about spirits as we are.

“Our partnership with The Thinking Drinkers has helped us develop a different way of communicating information on the spirits category, which will continue to not only evolve in line with consumer trends but as they are hosted online, they are accessible at any time day or night. We’re looking forward to extending the conversation with bartenders – celebrating innovative and exciting serves that can be executed perfectly every time.” 

As well as readable editorial designed to inspire career bartenders – exploring flavour combinations, serve ideas and sharing views from industry names – a new Distilled website has been developed with operators and bartenders in mind, making it simple to navigate and showcasing the full Distilled portfolio. This will be coupled with new engaging social media channels across Facebook and Twitter.