carlsberg crafted handbook

The Craft Brewing Revolution 02Defining The Magic Of Craft 04Meet The Craft Champions 06The Craft Drinker 08The World Of Craft 10A Journey Through Craft Beer Styles 12Creating The Craft Experience 14The Perfect Glass 16Growing The Discovery 18Making The Match With Food 20Mastering The Art Of Craft 22

Know Your Craft 24 Sharing Our Selection 26Light & Delicate Craft Beers 28Meet the Brewer – The Backyard Brewery 32Balanced & Rounded Craft Beers 44Hop-forward, Zingy & Bitter Craft Beers 64Rich & Full Flavoured Craft Beers 70Meet the Brewer – The Grimbergen Brewers 74It’s Just the Beginning 78Useful Contacts 80

CRAFT BEERSCARLSBERG UKFROM

Product Style Segment ABV Draught Packaged Pg

Adnams Spindrift Golden Ale Local 4.0 30l kegs N/A 39Anchor Liberty Ale American Pale Ale New World 5.9 N/A 24 x 355ml bottles 50Anchor Porter American Porter New World 5.6 N/A 24 x 355ml bottles 77Anchor Steam Beer California Steam Beer New World 4.8 N/A 24 x 355ml bottles 51Brooklyn Lager American Amber Lager New World 5.2 30l kegs 24 x 355ml bottles 46DNA Modern IPA New World 4.5 50l kegs 12 x 330ml bottles 68Duvel Golden Ale Old World 8.5 N/A 24 x 330ml bottles 76Erdinger Weissbier Wheat Beer Old World 5.3 30l kegs 12 x 500ml bottles 40Goose Island Honkers Ale English-style Bitter New World 4.3 N/A 24 x 355ml bottles 56Goose Island IPA English-style IPA New World 5.9 N/A 24 x 355ml bottles 66 Grimbergen Blonde Belgian Ale Old World 6.7 N/A 24 x 330ml bottles 60Grimbergen Double Ambrée Belgian Amber Ale Old World 6.5 N/A 24 x 330ml bottles 73Innis & Gunn Original Oak-aged Ale Local 6.6 N/A 24 x 330ml bottles 72Liefmans Fruitesse Fruit Beer Old World 3.8 20l kegs 24 x 330ml bottles 41Meantime Pale Ale Local 4.3 50l kegs 24 x 330ml bottles 52 Noble English Craft Lager English Craft Lager Local 5.0 50l kegs 12 x 330ml bottles 38Portobello London Pilsner Pilsner Local 4.6 30l kegs N/A 34Revisionist Craft Lager Lager Local 4.0 30l kegs N/A 42Sam Adams Boston Lager American Craft Lager New World 4.8 30l kegs 24 x 330ml bottles 48Shipyard Pale Ale American Pale Ale Local 4.5 30l kegs N/A 60Sierra Nevada Pale Ale American Pale Ale New World 5.6 N/A 12 x 350ml bottles 53Stevens Point IPA American IPA New World 5.6 N/A 24 x 355ml bottles 67 Stevens Point Pale Ale American Pale Ale New World 5.4 N/A 24 x 355ml bottles 61The Bee 17 Hop-Struck Pilsner New World 4.7 N/A 24 x 330ml cans 30The Lawn Mower Amber Lager New World 4.8 N/A 24 x 330ml cans 62Vedett Extra Blond Pilsner Old World 5/5.2 30l kegs 24 x 330ml bottles 36Whitstable Bay Pale Ale Pale Ale Local 3.9 30l kegs N/A 37Yardbird Pale Ale American Pale Ale New World 4.0 50l kegs 12 x 330ml bottles 54

CONTENTS

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CRAFTED 2014–15INTRODUCTION

Leading beer expert, Pete Brown, talks on how the craft brewing movement has closed the gap between brewers and drinkers.

When I first started writing about beer in 2003, I could never have imagined that a decade later we would be witnessing the most exciting time for beer in living memory.

After bubbling under as a bit of a cult, ‘craft’ has now exploded. Writers and analysts everywhere – even those who don’t like beer that much – are predicting that craft beer will be THE big food and drink trend.

We’ve been trying to define what ‘craft beer’ actually is since the phrase first appeared. But, with its variety and invention, it’s harder to pin down than say, ‘real ale’. It’s not about format – craft beer comes in cask, keg, bottles and cans. And it’s not about any one style – there are craft lagers as well as ales, stouts and porters. As far as the discerning drinker is concerned, all that matters is that it is full of flavour, a little different in style and has been produced by a brewer with a genuine passion for the product.

Despite its relatively small market share, four out of ten publicans already think they should be stocking craft. That’s because it attracts a much broader set of drinkers (including women) than usually drink beer. These drinkers believe craft beer gives them a special experience that is worth paying more for than regular beers. And that means a pub, bar or restaurant that still doesn’t offer craft beer is one that’s missing an obvious opportunity.

This guide is an attempt to explore some of the questions you might have about craft. It won’t give you all the answers, but it’s a start in helping you choose the beers to allow your business to take advantage of the burgeoning love of great beer.

Cheers, Pete Brown

THE CRAFT BREWING REVOLUTION

“ After bubbling under as a bit of a cult, craft has now exploded.” Pete Brown, award-winning beer writer

CRAFTED 2014–15

“ Craft beer has been produced by a brewer with a genuine passion for the product.”

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And from the drinkers’ perspective: what is the magic for them?

DISCOVERYIt’s an adventure – the chance to experiment with new flavours. According to research company, Ipsos, half of beer drinkers say it’s variety of flavours that give craft a real appeal. It’s a journey of discovery through different hop varieties and national brewing styles. What craft drinkers need from their pub or bar is a little help with navigation.

ENDLESS REJUVENATION That adventure is unending – seasonal beers and new products mean there’s always something fresh. Enthuse about the experience and the craft drinker is ever ready to try.

CHARACTER It’s a drink with character and, sometimes, intense, or even challenging flavour – ingredients that sing out, making it something to be supped and savoured, talked about and recommended.

DEFINING THE

MAGICOFCRAFT A SENSE OF PLACE

It’s about provenance and authenticity. The stories behind the beer are never more important than the flavour, but they help spark the imagination and bring a little extra richness to the experience.

KNOWLEDGE Part of the magic is the sense of ‘being in the know’ – acquiring nuggets about origins, brewers and the stories behind their beers, extending and deepening the love of the brew for the drinkers.

That’s our take on defining the magic that is a Crafted beer. It’s a journey of discovery where, with an enthusiastic guide, even the novice can boldly go in the knowledge that they’ll find something extraordinary.

The year on year growth for craft beer in the UK is 75%. (Source: CGA Brand Index MAT to P8 2013)

+75%

Craft beer is being talked about and talked up around the globe and it’s no short-term fad. That’s good news for all of us with a stake in people enjoying their beer.

A good definition of craft beer is hard to pin down. The massive variety of styles and formats mean there’s no easy way to distinguish between what’s ‘craft’ and what’s not. It’s a deliciously hazy concept. There are bigger craft breweries as well as micro ones. There are brands that are in your face, anarchic in attitude and outrageous in language and others with centuries of tradition that describe their brews with the poetry of the sommelier. Across the Atlantic, the US Brewers Association has defined what’s a ‘craft brewer’, but left the definition of ‘craft beer’ to the drinker. We applaud that sentiment. If we had to sum up all that variety, we’d say that it’s beer made with care, where the brewer puts a little of his soul into the brew. It’s beer that’s ‘Crafted’.

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VANCE DE BECHEVEL – THE KNOTT, MANCHESTER Vance has had his finger on the pulse of the craft beer movement for many years, both as a brewer and a retailer. He was an early pioneer, setting up the Marble Brewery in Manchester back in 1997 because he felt that there should be more variety and choice of beers on offer at that time. He now runs the Knott Bar (along with two other bars, one in Chorlton and another in Macclesfield). The Knott, in the Deansgate area of Manchester, is a showcase for the finest craft beers. Vance believes that the secret of its success is always about distinctive taste, and the rich variety of craft beers being appreciated by an increasingly well-informed and adventurous clientele.

ELAINE CLARKE – FREDERIKS, LIVERPOOL An award-winning entrepreneur, the CEO of Baa Bar Group, Elaine has recently opened Frederik’s, on Liverpool’s famous Hope Street – a Brooklyn-inspired bar and eatery. The combination of craft beer and food is at the heart of Frederik’s ambience, and its location close to the city’s art galleries and theatres brings in a mix of visitors and students alongside the locals, who all enjoy sampling the range of beers on offer. She sees craft beer as an essential element in the future of the drinks industry, noting that its whole presentation – from the ‘quirky’ beer handles to the unique glassware – creates a genuine point of difference, leading to extra footfall and profits.

We meet the bosses of two UK venues, who are championing craft beer. They have both been at the forefront of the craft revolution and have been successful in introducing new and innovative beers to their customers.

MEET THE CRAFTCHAMPIONS FROM THE FRONTLINE

“ The range of craft beers is extraordinary, from Belgian abbey beers to brands like BrewDog – or as I put it, anywhere between Trappist monks and Scottish punks...” Vance de Bechevel – The Knott, Manchester

“ At first I wasn’t sure people would pay a premium price for craft beer, but I quickly realised that it was no barrier, even for students. People appreciate they are buying beer which has real quality and taste.” Elaine Clarke – Frederik’s, Liverpool

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THE CRAFT DRINKER

So who are the new craft drinkers and what do they see in craft?

WOMEN They’re turning to craft beer, according to consumer researchers 2CV, because it’s higher on refreshment and lower in ABV than wine or spirits, which makes it a great drink for a relaxed night out. The deep flavours are close to the experience of drinking wine so they can sip and savour. And without a back history of masculine advertising, craft beers aren’t automatically tagged as ‘a bloke’s drink’.

YOUNGER DRINKERS Craft beers offer the new and the different – a chance to experiment. They’re distinctive and individual. They mark the drinker as an individual, too – someone who’s gone the distance to discover something out of the ordinary – which has a powerful appeal for younger drinkers.

DISCOVERY AND REDISCOVERY But it’s not just about new drinkers. Older beer lovers and those who’ve moved away from regular beer drinking are rediscovering beer through craft. They’re relishing the opportunity to add to their beer knowledge, talk about the beer, absorb the stories and go on a taste journey to refresh their palates and rekindle their love.

There’s no doubt that craft is bringing new drinkers to beer and extending the enthusiasm of beer loyalists. That’s not just a movement confined to trend-setting hot spots. Bar owners, publicans and restaurants right across the country are seeing craft beer’s appeal.

Get the range and the experience right and craft beer can certainly bring in the customers. And because it’s all about discovery, craft beer fuels conversations – between bar staff and customers and between customers themselves. It grows passions and generates debate, all of which can help create the kind of buzz that makes a night out at the pub or bar something to be looked forward to with relish. Every part of the craft experience adds value for the drinker and it’s bringing value to the bars and pubs that serve it, too, by opening up new beer drinking occasions. Increasingly, craft beers are being offered as the perfect match for food, which brings a whole new set of opportunities.

28% of beer drinkers are women (Source: Nielsen)

“ The demographic for craft beer is incredibly broad. I see it on a daily and nightly basis – the desire for different tastes and new flavours is bringing in more young people, more women, more consumers.” Vance de Bechevel – The Knott, Manchester

CRAFTED 2014–15INTRODUCTIONINTRODUCTION

THE WORLD OFCRAFTThe Americans are usually given credit for the rise of craft beer. Prohibition had left them with few breweries and little variety in beer. When home brewing was legalised in 1979, enthusiastic amateurs were finally free to recreate the classic European beer styles they loved. But because they used innovative American hops, their beers had a different dimension in flavour. As some of those early enthusiasts started their own small breweries, a new movement in beer began. But it isn’t, of course, an exclusively American phenomenon. ‘Craft’ beer has been brewed in Europe for centuries. Nevertheless, it’s true that the small US brewers have given an impetus and encouraged a reassessment of many different beer styles. The ‘New World’ US beers and ‘Old World’ European beers may have started from the same roots, but all have their own special character to be explored.

The body of craft beer is quality malt and hops, but the heart is the personal passion of the brewer. That’s what adds the magic.

The beers come in keg and cask, bottle and can. Impossible to categorise neatly, what characterises a beer that’s Crafted is the exceptional flavour that comes from the marriage of old traditions with individuality and creativity.

Cascade Hops is the favourite hop varietal among craft brewers. (source: www.craftbeer.com)

“ Anyone who thinks that craft beer is simply American style beer needs to remember that the whole inspiration for the Americans was classic European beer. The great brewing countries of Britain, Germany, Belgium and the Czech Republic never lost the traditions the Americans were inspired by. As craft beer has gone global, we now have ‘New World’ and ‘Old World’ craft beers on both sides of the Atlantic.” Pete Brown, award-winning beer writer

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A JOURNEY THROUGH CRAFT BEER STYLES

LAGER Light, smooth and refreshingly carbonated, the ultimate thirst quencher on a hot day, Crafted lager is an unbeatable experience.

PALE ALEHop-forward, with big fruity or spicy flavours, pale in name, but never in taste.

PILSNEROriginally brewed in Czechoslovakia, a classic of lager: pale, golden and frothy and meant to be drunk very cold.

PORTER Originally thought of as ‘nourishing’ brews, these are dark, complex, often spicy and meant for sipping slow. They give spicy red wines like Shiraz a run for their money.

ALEAromatic and fruity, less carbonated than lager and generally drunk warmer, there’s no end to the variety from golden or amber to dark.

INDIA PALE ALE (IPA) Made originally in England for export to India, a little stronger than Pale Ale, but equally big on flavour, often citrusy or tropical fruit, a great beer for lovers of sauvignon blanc wine.

WHEAT BEERBrewed with malted wheat and barley, they’re effervescent, silky in the mouth and often cloudy; the perfect taste of summer.

BITTER Dry and aromatic with plenty of hop flavour, it’s the traditional taste of Britain.

“ The emerging stars are rye or red ales, hoppy like IPAs but with more depth; Belgian-style saisons with their funky farmyard hints; beers that use esoteric ingredients such as pumpkin or other fruits; and ‘Imperial’ (i.e. super-strength) versions of any of the above. Expect to see the critical rehabilitation of canned beer, as advances in technology improve the taste and allow greater refreshment. There’s even an emerging trend in beer cocktails!” Pete Brown, award-winning beer writer

So what’s next?


THE RIGHT SERVE For a Crafted serve, you don’t need the bravado showmanship of a cocktail mixologist, but you do need to know your beers – particularly when it comes to pouring bottle conditioned craft. Bottle-conditioned means a little bit of yeast is left in the bottle, which naturally carbonates the beer. For some styles of beer, swirling the last bit of liquid in the bottle and pouring the yeast into the glass enhances the flavour. For others, pouring the sediment into the glass can make the beer taste ‘off’ and you want to avoid that. It’s mainly a question of knowing your beer styles. But individual taste comes into play, too, so it’s always worth asking the customer for their preference.

For other Crafted beers, bottled or draught, just pour as you would any premium beer. All you need is a touch of reverence and a room temperature glass.

CRAFTED 2014–15

CREATING THE

CRAFTEXPERIENCE

CRAFTED BEER BASICS

There are three elements to creating a truly great craft drinking experience (other than the beer itself, of course):

THE RIGHT TEMPERATURE If you want a craft beer to be enjoyed at its best, you have to get the temperature right. Flavour and aroma is all: serve a beer too cold and you won’t get the full impact. Serve it too warm and it won’t be as refreshing. But with such a variety of beers, there’s no simple ‘right’ answer when it comes to temperature for craft – it’s all a question of style. Generally, lighter beers, like lagers and wheat beers are best served cool (around 4.5ºC) and richer beers, like porter, warm (around 12 -13ºC) but there are always exceptions.

QUICK CRAFT SERVING TEMPERATURES

Richly-flavored, very malty & high-alcohol styles

Standard ales, amber lager, dark lager, ciders

41°F

34–38°F

Pale lagers, lightest ales, sweeter fruit-flavoured lambics

Pale lagers, light beer, fruit beers, wheat beers

Beer will warm up by about 2°F when poured into a room-temperature, thin-shelled glass.

If a beer has been Crafted with care and passion, it deserves to be served with the same flair. Every glass should be an experience that’s special – that’s what makes it worth a premium price.

Tilt the glass at 45° for optimum pouring

13°C

8°C

5°C

3°C

46°F

50–55°F

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CRAFTED 2014–15INTRODUCTION CRAFTED 2014–15

“ It’s absolutely critical to make sure the serving and presentation of craft beer is just right.” Elaine Clarke – Frederiks, Liverpool

Classic pint or nonick

Irish imperial pint

American shaker

Weissbier vase

SnifterAbbey goblet

Stemmed pokal

French jelly glass

TulipPilsner

500ml

CLASSIC PINT OR NONICK Cask-conditioned bitters and lagers. The wide mouth releases the aromas and allows a satisfying sup.

STEMMED POKAL German bock-style beers. Retains the head and aroma.

ABBEY GOBLET Belgian ales, especially abbey beers. Broad brimmed to let the complex flavours open out.

PILSNER Beers with delicate flavours and effervescent heads. Shows off the colour, clarity and sparkle.

THE SNIFTER Aromatic beers such as double and imperial IPAs, Belgian ales and barley wines. Typically used for serving brandy and cognac, captures the volatiles of aromatic beers.

TULIP Strong beers. Allows swirling before tasting to release the aroma.

IRISH IMPERIAL PINT Ales, stouts and porters. Again the wide mouth releases the aroma.

FRENCH JELLY GLASS Ideal for Belgian wheat beers. Lets the flavours open out.

WEISSBIER VASE For wheat beers. Plenty of room for the fluffy head that comes with this style of beer.

HANDLED STEIN Traditional German beers. The vessel of choice at Oktoberfest throughout Southern Germany, it’s easy to handle and the hand doesn’t warm the beer.

THE AMERICAN ‘SHAKER’ US craft beers of all kinds. Practical, no nonsense and easy to hold.

The right glass for the beer style is part of the magic, too: it shows you treat your beers with respect and want your drinkers to enjoy them to the max. Glasses help retain the head and aroma and open up the flavours of the beer. Here’s a guide to the main types of glasses and how they improve the drinking pleasure of different beer styles. You may not want to hold the full range of glassware, but a selection of at least pint, stein, tulip and pilsner glasses is a starting point for a Crafted service. Don’t forget that trial is a big part of craft discovery. Keep a rack of tasting glasses so you can give customers a try when they’re thinking of venturing into new territory.

Handled stein

PERFECTGLASSTHE

CRAFTED BEER BASICS

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GROWINGTHE DISOVERY

The pub or bar that makes the effort to take craft to the people will find it’s repaid with a loyal and growing fan base.

With its roots in individual character and a sense of place, craft discovery means keeping it real – engaging customers with stories, piquing their curiosity and making it easy to try. Building their knowledge, rather than hard sell. So how can you help more drinkers to discover the greatness of Crafted beer?

THE RIGHT RANGE Only you know what’s likely to work for you and your customers. But a guiding principle is to make sure you’ve got a good mix: Stock a mix of beer styles – Craft is style driven and drinkers are curious. While pale ales and IPAs are popular, you don’t want to have too many similar beers. Stock a mix of brands – familiar and new (to your drinkers), local heroes and exotic imports. Stock a mix of ABV – Craft covers everything from refreshment to sipping and savouring. People want to progress through the evening and want different experiences at different times. When you’ve got your range, make it easy for craft newbies to jump in. Think about how wine drinking has become so much more accessible. Giving drinkers a ‘menu’, organised by country and style of drinking, gives them a point of reference for trying the new. It doesn’t have to be formal and printed, blackboards work well. Once customers know what styles hit the spot for them, they’ll get more adventurous.

“ During tasting evenings, we don’t just offer samples of each beer, we also have bags of hops to pass around so everyone can savour the aromas. We like to remind our customers that this is how beer is actually made.” Vance de Bechevel – The Knott, Manchester

BUILD THE KNOWLEDGE Take some of the ‘hit and miss’ out of experimentation with sampling. Letting drinkers try before they buy oozes confidence in your selection. When you get them talking about what they like and what they don’t, you can steer them to the right choices. Give drinkers the chance to push out their knowledge and go beyond their comfort zone with expert talks. Whet their appetites with mini stories behind the brews. Organise tastings – guided or blind. For the craft drinker, a little knowledge is a lovely thing.

KEEP IT FRESH Refresh and rotate the range – keep it interesting and new. Introduce seasonal specials or guest beers and help drinkers get a picture in their mind of the right mood and occasion for different styles. Craft is never prescriptive, but suggestions about when and how to drink different brews will tempt people to give them a go. And once they start discovering, they’ll want to explore further. Get the word out there. We’re in a digital age and you can use craft to build connections. News about featured beers and special events gives you something to tweet about and adds froth to the Facebook page.

TALK THE TALK Craft beer is rooted in individual passion. The more your staff can talk the talk, give advice and share their own personal enthusiasms and favourites, the more your craft drinkers will feel they’re among friends. Staff picks, personal and individual descriptions of the beers, all add to the buzz. Word of mouth is crucial to bringing customers in, so start the conversation.

CRAFTED BEER BASICS

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It can be anything from sipping and savouring with a sandwich or a snack to special selections for a gourmet meal. The broad spread of taste, texture and aroma means that there’s pretty much a Crafted beer to suit whatever kind of food you serve. Beers to enjoy with a pizza or a burger, a spicy meal or traditional English roast; beers for starters, main courses or desserts. For more formal meals, beer can go anywhere wine can go. There are crisper, refreshing beers to accompany delicate foods, full-bodied beers for robust dishes, highly hopped or fruit-based brews that are lovely with desserts. When thinking about making food pairing suggestions for individual dishes, a good rule of thumb is to recommend just as you would with wines and consider the balance of flavours. Beyond that, embrace the spirit of experimentation that is part of the craft world. Hold your own tastings with your staff, create your own combinations and you’ll find your recommendations will start to excite.

QUICK CRAFT FOOD PAIRING

SPICY FOODS IPA, Golden Ale, Sweet Stout, Amber Lager, Pale Bock

HEARTY/RICH FOODS Brown Ale, Dry Stout, Amber Lager, Dark Lager

LIGHTER FOODS Blonde Ale, American Wheat Ale, Hefeweizen, Classic Pilsner, Witbier

WIDE RANGE OF FOODS British-style Bitter, Pale Ale, Red Ale

Craft beer has at least the same variety of flavours as wine, making food pairing just as rewarding

MAKING THE MATCH WITHFOODWhile a few might argue that the only accompaniment you need for a Crafted beer is good company and good conversation, it’s being increasingly recognised as fabulous with food. That opens up a whole new raft of opportunities.

“ A glass of fine craft beer is very competitive with a glass of not so fine wine. If your tipple happens to be beer, what a great deal you’re getting.” Vance de Bechevel – The Knott, Manchester

CRAFTED BEER BASICS

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CRAFTED 2014–15

HEADThe head, too, can vary from beer to beer. Rich and long lasting, or delicate, the head holds in the aromatic quality of the beer, making each sip more flavoursome.

CARBONATIONSubtle and lightly carbonated or frothily effervescent, carbonation is an important part of the experience.

COLOURAgain there’s a whole palette of colours. The classic descriptions run from straw to black via golds, ambers and browns, but be as inventive as you like.

AROMACraft beer glasses are designed to release the aroma of a particular beer. Get the right glass, take a few deep sniffs and your imagination will do the rest.

TASTETaste buds will usually detect five core tastes: bitter, salty, sour, sweet and umami (a savoury taste, like soy sauce). See which comes to the fore.

MOUTHFEELNot surprisingly it’s the way the body of the beer feels in your mouth: is it light, smooth and creamy, heavy, or tingly with carbonation?

BALANCEThe balance between malt’s sweetness and the bitterness of hops is unique to every craft beer and preferences are unique to every individual drinker.

FLAVOURAroma and taste fuse to create the overall perception of the flavour of the beer. There are many descriptions to choose from, just like wine tasting: nutty, caramel, chocolatey, earthy, herbal, spicy, fruity, but be creative and make your descriptions individual.

CLARITYA great beer can be anywhere between crystal clear to intriguingly cloudy.

Here’s an anatomy of craft beer and how it calls to the senses in many different ways plus the technical information you can interpret for customers to help them choose. The more you can talk about both in a personal, accessible, unpretentious way, the more you can pass on the magic.

THE BEER NERD STUFFThe drinking experience is a personal one. But the details on craft beer labels give some useful technical information that can help you guide your customer to the right beer for the right occasion.

ALCOHOLABV (Alcohol By Volume) is based on a precise chemical calculation. Many craft brewers experiment with higher ABVs, so the range is wide.

ORIGINAL EXTRACT (OE)A measure of the density of malt/sugar in water before fermentation. The higher the number – we use the Degrees Plato system (OE) – the more sugar is present. OE for a beer is usually between 10–22 Plato (but 22 is a very strong beer…).

BITTERNESSIBU (International Bittering Units) records the level of bitterness from the hops, offset by the malt – a light lager might be 5 IBU, an IPA more than 50.

COLOURThe SRM (Standard Reference Method) is a pretty accurate description of a beer’s colour. A reading of 1 is delicate, pale straw; more than 40 is the blackest of black.

40+ SRM Black

12 SRM Medium Amber

20 SRM Brown

6 SRM Deep Gold

3 SRM Straw

30 SRM Dark Brown

9 SRM Pale Amber

15 SRM Dark Amber

4 SRM Gold

2 SRM Pale Straw

MASTERING THE ARTOFCRAFTTo share the enthusiasm and guide customers through the discovery of craft, you need to share the love.

THE PLEASURE STUFF

Beer colour is directly related to malt content.

CRAFTED BEER STUFF

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A giant goat whose udders provided an endless supply of beer is what Vikings thought awaited them in Valhalla, the Viking heaven.

The first professional brewers were women. Until brewing became commercial, it used to be exclusively the preserve of women.

Hoppy beers are a perfect digestif. According to French scientists, hops help relax the lining of the digestive tract.

At one gallon of beer per batch, Coney Island Brewing Company is officially the smallest commercial brewery by volume in the world with a 175-square foot brewery space.

The biggest beer festival in the world began life as a wedding celebration when Crown Prince Ludwig married Princess Therese of Saxony-Hildburghausen in 1810. The Oktoberfest has continued ever since.

The oldest known brewery still producing beer is Weihenstephan in Freising, Bavaria with a history dating back to 1040.

197 breweries opened in the UK in 2013.

Cenosillicaphobia is the fear of an empty glass – at least according to the Urban Dictionary.

Barack Obama is one of a distinguished line of brewing US Presidents. His White House Honey Ale is actually brewed in the White House itself.

CRAFTED 2014–15

KNOW YOUR CRAFT

The world of craft beer is rich in weird and wonderful stories and facts. These are just a few of our top ‘pub quiz’ craft beer facts:

Light makes beer go bad, which is why craft beer bottles are usually coloured.

Indian Pale Ale (IPA) wasn’t brewed in India, but in England for the East India Company to withstand the long voyage.

1040

197

Facts and trivia, according to Wikipedia, Beer Genie, Urban Dictionary, CGA Strategy, Good Beer Guide.

CRAFTED BEER STUFF

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CRAFTED 2014–15

At Carlsberg UK, we share the interest of beer lovers and beer commentators in the rise of the craft beer phenomenon. It’s provoking renewed enthusiasm in good beer.

CRAFTED 2014–15

SHARINGOUR SELECTION

It’s encouraging new drinkers to try beer and those that have moved away to return. It’s bringing vibrancy to pubs and bars and getting people talking. We can’t help but say ‘cheers’ to all of that. As with any fast-growing trend, it can be tricky for people in the trade to decide how best to embrace it: what will work for their pub or bar and their customers? We believe that Crafted beer isn’t a short-term craze, here today, but quickly replaced by something else tomorrow. But as the number of ‘craft beers’ has exploded, inevitably, there are some that are superb and others that are, frankly, not so good. There are styles that are an acquired taste and others that are satisfyingly accessible.

This guide has shared our thinking on the new landscape with you, explored the appeal, the beer styles and how to welcome drinkers into the world. Now we want to get serious about the beers themselves. We’ve asked our brewers to create a selection of great examples of beautifully Crafted beers – beers with character and individuality, a joy to discover, but always eminently drinkable. This is our first range and it has styles from breweries around the world that we recommend and are happy to supply. It’s a starting point to bring your drinkers into the magic of Crafted. We’re sure you won’t regret it.

Craft beer commands an additional 75p to 90p a pint

+75-90p (Source: CGA Brand Index MAT to P8 2013)

CRAFTED BEER SELECTION

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CRAFTED 2014–15

Fruity, aromatic, fresh and/or slightly hoppy Pale lagers, golden and pale ales and quenching wheat beers, these hit the spot on warm days and nights and won’t overwhelm food. Our selection is a blend of styles from the Old and New Worlds of craft brewing.

30 – The Bee 1734 – Portobello London Pilsner 36 – Vedett Extra Blond37 – Whitstable Bay Pale Ale 38 – Noble 39 – Adnams Spindrift 40 – Erdinger Weissbier 41 – Liefmans Fruitesse42 – Revisionist Lager

LIGHT & DELICATECRAFT BEERS

CRAFTED BEERS

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CRAFTED BEERS CRAFTED 2014–15

30/31 www.backyardbrew.se

Falkenberg, Sweden

Serve cold enough to freeze the balls off a pool table.

Incoming! The Bee 17 turned out pretty much as you would expect a pilsner-style lager from the Backyard Brewery in Sweden to. While lagering the brewmaster bombards the brew with hops giving the beer its final profile. The grassy Saaz battles flowery Willamette for your nose’s attention, giving it a pleasurable sting in the tail. No wonder there’s a real buzz about this beer.

BACKYARD BREWERY

THE BEE 17COMING SOON

Accompaniment Good with fish, meat, veg, starters, puddings, snacks – well anything really.

Format 330ml cans

Beer style Hop-Struck Pilsner

Beer nerd info ABV 4.7% IBU 33 OE 11.3 Malts Pilsner, Münchner and Caramel

Hops Zeus, Willamette, Saaz Tasting notes Golden in colour with a pearly white

head, elegant dry body and a refreshing bitterness. Combines the elegance and drinkability of a pilsner with the charged floral nose of a dry-hopped lager.

CRAFTED 2014–15

32/33

DANIEL ERIKSSON / HEAD BREWER

“ For me, brewing isn’t a 9 to 5 job, it’s an obsession. I’ve been a home brewer for years as well as head brewer for Carlsberg Sweden. I always brought ideas from home to work and vice versa...”

2012

THE YEAR BACKYARD STARTED TO BREW ITS BEER

THEBACKYARD BREWERY

There’s no mystery about the Backyard Brewery, it’s all there in the name: an experimental workshop in the backyard of Carlsberg Sweden’s Falkenberg Brewery. Here the brewers give free rein to their passion, curiosity and creativity to make good, balanced beers with attitude.

For me, brewing isn’t a 9 to 5 job, it’s an obsession. I’ve been a home brewer for years as well as head brewer for Carlsberg Sweden. I always brought ideas from home to work and vice versa. The Backyard Brewery is where these two worlds collide. I experiment with what I’ve learned from both of them.

My inspiration for creating a new beer is always ‘how do I think people will drink it?’ It might be a beer to complement a certain type of food or a particular social occasion. That’s what gives me the inspiration when picking ingredients and developing the taste. Obviously, there’s no right or wrong. People can enjoy our beers however they like, but that’s my starting point.

When I’m choosing hops for the beers, I admit I have a weakness for the citrusy and pine notes in American hops so our beers always have a little bit of America in them. The Lawn Mower has Cascade and Amarillo while The Bee 17 has Willamette, which is the hop used in one of my own favourite beers. We use large quantities of hops so it’s important that the malts we use are able to balance the bitterness. Münchner and Caramel malts give the perfect body.

When we’re creating new beers, we want to know what customers think. Nowadays, we tap a large proportion of our experimental brews in kegs and bring them to beer festivals to get instant feedback from customers. We are full of ideas for the future and with the help of that feedback, our beers will get even better.

www.backyardbrew.se

CRAFTED BEERS

32/33


34/35

PORTOBELLO BREWING COMPANY

PORTOBELLO LONDON PILSNER

Beer style Pilsner

Beer nerd info ABV 4.6% OE 11.7 Malts Pilsner Malt Hops A blend of German and Czech hops

Tasting notes Unashamedly traditional and refreshing,

but a cut above the average pilsner-style lager, with a light gold appearance and medium head. Malty aroma and light bitter taste.

London, England

4–6°C

Accompaniment As adaptable as any Portobello market trader, this pilsner will do a great deal with any white meat, fish, rice dishes and salads.

Format 30l kegs

www.portobellobrewing.com

Portobello has long been the funky centre of London’s Notting Hill area, a bohemian, artisan quarter built around its famous market. The Portobello Brewing Company plugs straight in to that heritage: a relatively new brewery, but with great expertise. Alongside co-founder Rob Jenkins, Head Brewer Iain Masson brings 30-plus years of brewing experience. Their pilsner typifies a commitment to taste, quality and innovation.

CRAFTED 2014–15CRAFTED BEERS

36/37

Puurs, Belgium

3–6°C

From the celebrated Belgian brewery Duvel Moortgat, Vedett has always been a cult favourite: first close to home in Antwerp and Brussels, before its quirky taste and reputation for originality (including its retro design) attracted discerning drinkers throughout Belgium, and now across Europe. Vedett translates literally as ‘Star’ in both Flemish and French, and has lived up to its name as an anarchic, alternative and cool blonde beer.

Accompaniment Happy to be a co-star with great food, Vedett twinkles alongside seafood, fish, chicken, pork and Thai food – and sheds an extra sparkle on hard cheeses.

Formats 330ml bottles 30l kegs

Beer style Pilsner

Beer nerd info ABV Bottle 5.2% Keg 5.0% IBU 26 OE 11.5 Malts French Barley Hops Czech and German Aromatic Adjuncts Rice

Tasting notes A crisp, clean dry tasting pilsner

ensuring ultimate refreshment, with a pleasant lemony fragrance and light creamy maltiness.

DUVEL MOORTGAT

VEDETT EXTRA BLOND

www.vedett.com www.shepherdneame.co.uk

Whitstable Bay, England

9–12°C

FAVERSHAM STEAM BREWERY

WHITSTABLE BAY PALE ALE

Whitstable Bay, on the north coast of Kent, is an enticing mix of cosy cottages and fisherman’s huts, a vibrant artist community and sloping shingle beaches. It is renowned for its fresh seafood, especially the local oysters, famed since Roman times and celebrated in an annual festival. This pale ale, from the Faversham Steam Brewery, adds just the right tang to perfectly accompany all the seafood that Whitstable is famous for, and more.

Accompaniment This is a seafood lovers’ dream – goes down well with fresh fish and shellfish, smoked seafood and Whitstable oysters.

Formats 30l kegs

Beer style Pale Ale

Beer nerd info ABV 3.9% IBU 28 OE 10.2 Malts Ale and Crystal Hops Challenger and Styrian Golding

Tasting notes Light and refreshing. A sweet maltiness

balances perfectly with fresh pine notes provided by hops added late in the process, resulting in a light-coloured, thirst-quenching ale.


38/39 www.greeneking.co.uk

Bury St. Edmunds, England

5–7°C

GREENE KING

NOBLE ENGLISH CRAFT LAGERAn English craft lager, brewed with the lightest lager malt and the German Tettnang hop, which is famed for being one of the five ‘Noble’ hops from Continental Europe, noted for being low in bitterness and highly aromatic. Back in the reign of Henry Vlll, the English brewers of the time petitioned the king to ban the Tettnang, and the monarch declared it a ‘wicked and pernicious weed’. Greene King’s Noble proudly allows us to sample what our ancestors were denied.

Accompaniment An effortlessly aristocratic accompaniment for seafood (especially shellfish), and an elegant counterfoil to spicy dishes, particularly Thai.


Beer style English Craft Lager

Beer nerd info ABV 5.0% IBU 20 OE 11.3 Malts Lager Hops Tettnang

Tasting notes A classic English beer, despite the

aromatic invasion from the Tettnang hop – crisp, light, aromatic and refreshing.

Southwold, England

5–7°C

www.adnams.co.uk

As the name suggests, Adnams Spindrift is inspired by the spray from the tops of waves as they are whipped up by the wind. This is a bracing beer with a crisp and refreshing taste and frothy white head – perfectly capturing the essence of a breaking wave. You would expect nothing else from England’s brewer from the coast.

Accompaniment If you’re thinking Adnams Spindrift, think (far) Eastern; this beer, from the East Anglian coast, is perfect for curries.

Format 30l kegs

Beer style Golden Ale

Beer nerd info ABV 4.0% IBU 30 OE 10.2 Malts Pale Ale Hops Boadicea and Malted Wheat

Tasting notes A golden beer, full of flavour with a

crisp refreshing citrus taste, wonderful orange peel aromas and crowned with a full white head from the wheat added to the brew.

ADNAMS BREWERY

ADNAMS

SPINDRIFT


40/41 www.erdinger.de

Erding, Germany

2–4°C

WERNER BROMBACH

ERDINGER WEISSBIER

This is the classic wheat beer (Weissbier), a style of beer that uses wheat as well as barley malt, to deliver a cloudy beer with citrusy flavours. It has been lovingly produced since 1516 by the custodian of this brewing tradition – in Erding, a small town in Bavaria. Not surprisingly, this is a wonderfully honed, highly perfected product, created according to the strict Bavarian Purity Law of 1516. It’s a cereal thriller, brewed with crystal-clear water from the brewery’s own wells.

Accompaniment Add a little Bavarian oom-pah to fish, shellfish and white meats, and some extra pizazz to light curries, salads and fresh fruits.


Beer style Wheat Beer

Beer nerd info Bottle conditioned ABV 5.3% IBU 9.5 OE 12.6 Malts Pale Amber and Wheat Malt Hops Hallertau

Tasting notes Fresh and fruity with hints of apple and

banana. Light biscuity grains, with subtle spice undertones, delivering a full, and ultimately refreshing taste.

www.liefmans.be/en

Oudenaarde, Belgium

Well chilled or over ice.

LIEFMANS

LIEFMANS FRUITESSE

This unique fruit beer is brewed with love and craftsmanship that is steeped in the rich tradition of Belgium beer culture. It is matured for 12 to 18 months on the juiciest cherries and enriched with a blend of 100% natural fruit juices. Thanks to this royal selection of wild cherries, strawberries, raspberries, elderberries and bilberries, Liefmans’ master blenders have created a magnificent sweet aroma and an exceptionally refreshing fruit beer. Best served over ice.

Accompaniment This fruit-rich beer is – not surprisingly – ideal with any fruit-based desserts, absolutely gorgeous with chocolate, and even adds panache to roast turkey.

Format 330ml bottles 20l kegs

Awards Silver (2013) European Beer Star

Beer style Fruit Beer

Beer nerd info ABV 3.8% IBU 10 OE 10.9 Malts French Barley and Wheat Hops A blend of hops from Czech

Republic, Slovenia and Germany

Tasting notes A summery, refreshing Fruit Beer that

is delightfully sweet, with the sparkle of Champagne and the freshness of a nicely chilled glass of wine.


42/43

CRAFT BEER

43/43 website?

Wolverhampton, England

6°C

MARSTON’S

REVISIONISTCRAFT LAGER

The Marston’s mantra is ‘Fresh thinking, fresh beers’, so they gave their top brewers free rein to celebrate these principles and reinterpret classic beer styles. This lager was created at the Banks’s Park Brewery in Wolverhampton – one of Marston’s regional breweries – by Master Brewer Simon Yates, who blended the full flavour of ‘New World’ hop character with ‘Old World’ continental-style lager. The best of the old and the new.

Accompaniment The refreshing orange tang works brilliantly with duck and even Crêpe Suzette, and the dryness pings neatly off lighter meats, fish and other seafood – especially bouillabaisse.

Format 30l Keg

Beer style Craft Lager

Beer nerd info ABV 4.0% IBU 32 OE 10 Malts Lager Malts

Hops German Hallertau Magnum and Tradition, Slovenian Styrian and dry-hopped with British Admiral and Boadicea varieties

Tasting notes A refreshingly dry, easy-drinking lager

with a subtle orange citrus marmalade flavour and hints of honey and flowers.

www.revisionistbeers.co.uk

CRAFTED 2014–15CRAFT BEER

44/44

Malty, biscuity and slightly hoppy. Beers with bigger, more rounded flavours. Dominated by the New World style of craft, they combine fruity hop bitterness with biscuit or caramel maltiness.

46 – Brooklyn Lager 48 – Samuel Adams Boston Lager 50 – Anchor Liberty Ale51 – Anchor Steam Beer 52 – Meantime London Pale Ale53 – Sierra Nevada Pale Ale54 – Yardbird56 – Goose Island Honkers 58 – Grimbergen Blonde 60 – Shipyard Pale Ale 61 – Stevens Point Pale Ale 62 – The Lawn Mower

BALANCED & ROUNDEDCRAFT BEERS

44/45

CRAFTED BEERS

CRAFT BEER CRAFTED 2014–15

46/47

Brooklyn, USA

4°C or less

www.brooklynbrewery.com

BROOKLYN BREWERY

BROOKLYN LAGER

Brooklyn Lager is the flagship label of the Brooklyn Brewery, started in 1987 by Steve Hindy and Tom Potter and which, through the passion and experience of renowned brewmaster Garrett Oliver, continues to remain in the vanguard of craft beer innovation. This is New York’s ‘hometown’ beer, brewed to a recipe that reflects an era when Brooklyn was the brewing capital of the USA’s East Coast. It’s as American as you can get.

Accompaniment This beer from one of the great melting pots of the world is at home with the best of good old American cuisine from across the continent, from downhome BBQs to Tex Mex or pastrami on rye and New York pizzas.


Awards Gold (2011) Beer World Championship

Beer style American Amber Lager

Beer nerd info ABV 5.2% IBU 33 OE 13

Malts American Two-row Hops Hallertauer Mittelfrüh,

Vanguard and Cascade

Tasting notes Amber-gold in colour: a firm malt

richness supported by a refreshing bitterness and floral hop aroma. Complemented by a relaxing hint of caramel.


48/49 www.samueladams.com

Boston, USA

6°C

BOSTON BEER COMPANY

SAMUEL ADAMS BOSTON LAGER

Samuel Adams began in a kitchen – which is why their belief is that no dream is too big. Jim Koch, chairman of the Boston Brewing Co, represents the sixth generation of this great brewing family. Their Samuel Adams Boston Lager follows the recipe of Jim’s great-great-grandfather, using only classic ingredients and hand-crafted with extraordinary care and attention to detail. This lager helped spark the American craft beer revolution that started in the 1980s.

Accompaniment Flex your mussels... This Boston-born, New England beer is brilliant with seafood, but also nestles neatly alongside cured meats, smoked sausages – and sweet desserts. What more appropriate Bostonian word to say than ‘Cheers!’


Beer style American Craft Lager

Beer nerd info ABV 4.8% IBU 30 OE 13 Malts Two-row pale and Caramel 60

Hops Hallertau Mittelfrüh and Tettnang Tettnanger

Tasting notes Two-row barley creates a wide spectrum

of malt flavours, slightly sweet to roasted caramel, while noble hops add citrus, floral and piney notes.


50/51 www.anchorbrewing.com

ANCHOR BREWING

ANCHOR STEAM BEER

Anchor Brewing has played a significant role in San Francisco’s history. Anchor Steam, a classic of American brewing tradition since 1896, can trace its heritage back to the California Gold Rush era. The name Steam comes from West-Coast slang – to describe beers brewed under primitive conditions. Probably referring to when beers were brewed on San Francisco rooftops with steam emanating from the open pans.

Accompaniment This Gold Rush beer lays a rip-roaring Wild West claim to hearty food like steak, lamb chops and Tex-Mex burritos.

Format 355ml bottles

Beer style California Steam Beer

Beer nerd info ABV 4.8% Malts Two-row Pale and Caramel Hops Northern Brewer

Tasting notes Sweet caramel malt aroma along with

herbal hops. Caramel note to the flavour, with lively carbonation, balanced by the bittersweet hops. Long, clean finish.

www.anchorbrewing.com

Accompaniment Liberty Pale Ale offers plenty of freedom to experiment by matching it up with any kind of spicy food – Thai in particular is a top tip.


Beer style American Pale Ale

Beer nerd info ABV 5.9% Malts Two-row Pale Hops Cascade

Tasting notes Champagne-like bubbles give lift to a

distinctive, resiny, citrus hop bouquet – with honey and light bready notes from the malt.

Liberty Ale was first brewed in 1975 by the San Francisco-based Anchor Brewing (one of the USA’s first and oldest craft breweries) to celebrate the 200th anniversary of the historic ‘midnight ride’ by the American patriot Paul Revere in the American Revolution. This was the first modern American single-hop and dry-hopped ale: it’s the original craft-brewed ale that signalled the start of a different revolution.

ANCHOR BREWING

ANCHOR LIBERTY ALE

San Francisco, USA

8°C

San Francisco, USA

7°C


52/53

London, England

6–8°C

www.meantimebrewing.com

MEANTIME BREWING COMPANY

MEANTIME LONDON PALE ALEOne hundred and fifty years ago the new bitter beer style, Pale Ale, was so popular that brewers had to import Californian hops to meet demand. Meantime London Pale Ale continues that tradition by combining lots of American Cascade and Centennial hops to give it a complex citrus aroma and buckets full of local Kentish Goldings to provide the bitterness that makes the style so refreshing.

Accompaniment Think body and bite: the body from classic steak and kidney pies, curries or pasta, the bite from spicy sauces, bitter-leaf salads and mature cheese.


Beer style Pale Ale

Beer nerd info ABV 4.3% IBU 37 OE 10.9 Malts Ale, Munich and Crystal Hops American Cascade, Centennial

and Kentish Golding

Tasting notes Complex, heady mix of spearmint,

grass and ‘hop sack’ aromas, fruity citrus flavours and a bitter finish, that makes pale ale drinking a truly rewarding experience.

California, USA

4°C

www.sierranevada.com

SIERRA NEVADA BREWING CO.

SIERRA NEVADA PALE ALE

A home brewer’s passion which grew into an American icon, Sierra Nevada Pale Ale has inspired countless micro-brewers. This was the original beer created by Sierra Nevada founders Ken Grossman and Paul Camusi, and the first beer brewed on their premises in 1980. Now a bona fide classic beer, and the USA’s second bestselling craft beer, it remains fresh, complex, surprising and refreshingly bold. Bottle conditioned for a more complex character.

Accompaniment Peak performance with classic combinations like grilled steak or refreshing alternatives including roasted vegetables, citrus salads and Thai curry.



Beer nerd info Bottle conditioned ABV 5.6% IBU 38 OE 13.1 Malts Two-row Pale and Caramel Hops Magnum, Perle and Cascade

Tasting notes Generous quantities of premium

Cascade hops are incorporated in a fragrant bouquet and spicy flavour with unique piney and grapefruit aromas.

CRAFTED BEERS

54/55

Bury St Edmunds, England

5–7°C

GREENE KING

YARDBIRD PALE ALE

The legendary American jazz saxophonist Charlie Parker was nicknamed ‘Bird’ – short for ‘Yardbird’ – and this pale ale celebrates his pioneering spirit of invention and improvisation. Taking its cue from bold pale ales in the USA, it’s from a brand-new centre of experimentation, the St Edmunds Brewhouse, Greene King’s specialist innovation brewery. Yardbird is uplifting and inspiring, just like listening to the very best jazz on vinyl.

Accompaniment Improvise! Create unexpected harmonies with fish in creamy sauces, gourmet burgers, BBQ wings and sweet and sour. Cool...



Beer nerd info ABV 4.0% IBU 48 OE 10.9 Malts Pale Malt Hops Challenger, First Gold, Pilgrim,

Willamette, Tettnang and Cascade

Tasting notes Beebop with hops... The great mix of hops

adds fresh and bright flavours of tropical fruit, mango and grapefruit as well as underlying and balancing herbal tones and a final touch of orange peel – jazz in a glass.

www.greeneking.co.uk


56/57

Accompaniment This beer really adds a powerful lift-off to fish and chips, roast beef, fried chicken and BBQ food.


Awards Silver Medal 2009 World Beer Championships, Beverage Tasting Institute. Silver Medal 2008 World Beer Championships, Beverage Tasting Institute.

Chicago, USA

7°C

www.gooseisland.com

GOOSE ISLAND BEER CO.

GOOSE ISLAND HONKERS ALE

The father and son team of John and Greg Hall built up Goose Island from being a well-respected Chicago Brew Pub into a world-renowned brewer. Honker’s Ale was inspired by visits to English country pubs and brings together in perfect partnership the traditions of English bitter and American craft brewing.

Beer style English-style Bitter

Beer nerd info ABV 4.3% IBU 30 OE 11.5 Malts Two-row Pale, Caramel 60,

Wheat, Roasted Barley Hops Super Styrian, Styrian Golding

Tasting notes A pale amber ale with biscuity and fruity

hop aromas. Soft palate, gentle bitterness with a dry biscuit malt centre. A clean, crisp finish.


58/59

Grimbergen, (just outside Brussels)

6°C

GRIMBERGEN

GRIMBERGEN BLONDE

This beer is living proof of the brewing expertise of the Fathers at the Grimbergen Abbey in Belgium. In centuries past, they developed their own techniques for filtering their beer, long before the technology to do so was generally available. This classic golden, top-fermented blonde beer used to be savoured only by passing pilgrims, visiting celebrants and the Fathers themselves. Now we can all appreciate their visionary skill. Amen.

Accompaniment Best shared with friends, accompanied by cheesy snacks and spicy dishes, along with reverent conversation.


Beer style Belgian Ale

Beer nerd info ABV 6.7% IBU 22 OE 14.5 Malts Barley and Wheat Malt Hops Bitter and aromatic

Tasting notes Boasts a lovely golden-yellow robe, with

ochre glints. It is round and harmonious in the mouth. Slightly fruity, it offers the perfect balance between sweet and bitter tastes, and just the right amount of fizz.

www.grimbergenbeer.com

Awaiting excel copy


60/61

Wisconsin, USA

5–8°C

www.pointbeer.co.uk

STEVENS POINT BREWERY

STEVENS POINT PALE ALE

From the fiercely independent Stevens Point Brewery – proudly Wisconsin-owned for over 150 years, brewing beer for American Civil War troops and generations of peaceable folk ever since – comes this classic American Pale Ale, handcrafted by combining special top-fermenting yeast and a dry-hopping process, with generous quantities of choice Cascade hops from the Yakima Valley.


Beer nerd info ABV 5.4% IBU 33 OE 16 Malts 2-row, 6-row, Crystal,

Munich, Pale Ale Hops Cascade

Tasting notes Intriguing character, with a fragrant,

intense hop bouquet and soft malt palate that combines to create its signature flavour and taste.

www.shipyard.com

Portland, USA

6°C

SHIPYARD BREWING CO.

SHIPYARD PALE ALE

Located on the historic working waterfront in Portland, Maine, the Shipyard microbrewery was founded in 1994, evolving out of Federal Jack’s Restaurant and Brew Pub in nearby Kennebunk. This American Pale Ale is a variation of Shipyard’s famous Independence Pale Ale – based on the character of an American IPA, but with more subtle flavours and finish.

Accompaniment This Shipyard favourite ties up neatly alongside any hearty fare, for seafarers, stevedores or landlubbers alike, from sticky BBQ ribs or Tex-Mex food – especially fajitas – to pulled-pork sandwiches.

Format 30l kegs


Beer nerd info ABV 4.5% IBU 45 OE 11.2 Malts Spring malt Hops Four American hops: Chinook,

Cascade, Columbus and Centennial

Tasting notes Dry-hopped with a blend of four

American hop varieties to deliver a refreshingly fruity hop flavour, with grapefruity citrus aroma.

Accompaniment Independent a beer this may be but it is happiest in tandem with smoke and spice: smoked meats, cheeses, spicy sausage or BBQ wings and ribs.


Awards Gold Medal (2010)

US Open Beer Silver Medal (2012) American Style Pale Ale World Beer Championships

CRAFTED 2014–15

62/63 www.backyardbrew.se

Falkenberg, Sweden

Serve colder than a mother-in-law’s love.

BACKYARD BREWERY

THE LAWN MOWERCOMING SOON

This Swedish lager, the very first release from the refreshingly experimental Backyard Brewery in Falkenberg, is a ‘lawn mower’ beer – the term used for a crisp, pale and light tasting lager, the kind of beer you drink on a hot summer’s day after working hard in the back yard – except this one comes with bags of additional attitude. It’s loud and noisy, but the neighbours won’t mind (just as long as you invite them round to share one).

Accompaniment The Lawn Mower’s high level of caramel malt makes it an ideal complement to rich foods, especially steaks and roasts, or fish and chips. The perfect beer for English pub food, mowing the lawn is not obligatory.

Format 330ml cans

Beer style Amber Lager

Beer nerd info ABV 4.8% IBU 31 OE 11.5 Malts Pilsner, Münchner, Caramel Hops Zeus, Cascade, Amarillo

Tasting notes Fiercely bitter from generous amounts

of Zeus, Cascade and Amarillo hops, balanced by a large amber red body built by Pilsner, Caramel and Münchener malts.

CRAFTED 2014–15

64/64

CRAFTED BEERS

Distinctly hoppy, strong and spicy. These are bold IPAs with citrus or tropical fruit, pine resin or spicy aromas with assertive bitterness towards the end. They can be a delightful surprise for white wine drinkers who think they don’t like beer.

66 – Goose Island IPA 67 – Stevens Point IPA 68 – Dogfish Head and Charles

Wells DNA

HOP-FORWARDZINGY & BITTERCRAFT

BEERS

64/65


66/67

Wisconsin, USA 5–8°C

www.pointbeer.co.uk

STEVENS POINT BREWERY

STEVENS POINT IPA

The Stevens Point Brewery in Wisconsin, founded in 1857, is the fifth oldest continuously operating brewery remaining in the United States. The brewery takes great pride in its long history and continues to brew quality beer, including this crisp, complex India Pale Ale – goes to show everything from the ‘New World’ isn’t always new. The guy with the pointy head on the bottle isn’t Steven, by the way – he’s called Nicholas.

Accompaniment Think of this as a drinkable side-dish: a dash of fruitiness for curries and strong cheese – and naturally perfect with fruit.


Beer style American India Pale Ale

Beer nerd info ABV 5.6% IBU 34 OE 13.4 Hops Magnum, Perle and Cascade

Tasting notes Dry-hopped using a complex blend

of citrusy hops. Fresh, bold and fruity, golden-orange in colour. Finish leaves a lingering, subtle hop flavour.

Chicago, USA

7°C

www.gooseisland.com

GOOSE ISLAND BEER CO.

GOOSE ISLAND INDIA PALE ALE

When John Hall opened the Goose Island Brew Pub in Chicago in 1988, he was inspired by the variety and flavour of beers he had encountered on his travels in Europe. This beer is based on the original recipes used for the East India Company in the 18th century. An era when traditional English pale ales had additional hops added to help preserve them on their arduous journey to India. Goose Island IPA is regarded as a classic of this style.

Accompaniment An India Pale Ale that naturally complements all curries, but also adds its distinctive magic to pork, chicken and blue cheese.


Awards Gold Medal (2000, 2012) Great American Beer Festival Gold Medal (2010) World Beer Cup

Beer style English-style India Pale Ale

Beer nerd info ABV 5.9% IBU 55 Malts Special Pale Hops Pilgrim, Styrian Golding,

Cascade and Centennial

Tasting notes Fruity aroma, set off by a dry malt

middle, and long hop finish.


68/69 @dnabeerdnabeer

CHARLES WELLS

DOGFISH HEAD& CHARLES WELLS DNA

Accompaniment Create a funky New World pairing with pulled pork sandwiches and pizza, as well as Old World vintage cheddar and grilled salmon – with pesto.


Beer style Modern IPA

Beer nerd info ABV 4.5% IBU 33 OE 10.8 Malts Maris Otter and Crystal Hops Galaxy, Challenger and Simcoe

Tasting notes A toasty nutty start before an explosion

of new world hop character with tropical fruit notes.

DNA is a unique transatlantic collaboration between the ‘off-centred’ – their word, not ours – Dogfish Head brewery, based in Delaware, and quintessential English brewer, Charles Wells: New and Old World brewers working hand in hand to create a classic IPA with an American twang. The DNA of Dogfish’s 60 Minute IPA, captured via a special reduction, has been seamlessly transplanted into the Charles Wells brewing process. The result: something very special indeed.

Bedford, England Delaware, USA

7–9°C

CRAFTED 2014–15CRAFT BEER

70/70

CRAFTED BEERS

Full-bodied, rich fruits and spicy or smoky, roasted and savoury. These are beers to be sipped and savoured and show beer can go anywhere wine goes and beyond. They range from rich fruitcake-tasting ales to dark chocolate porter, all with wonderful complex flavours.

72 – Innis & Gunn Original 73 – Grimbergen Double Ambrée76 – Duvel77 – Anchor Porter

RICH & FULL FLAVOUREDCRAFT BEERS

70/71


72/73 www.grimbergenbeer.com

Grimbergen, (just outside Brussels)

8°C

GRIMBERGEN

GRIMBERGEN DOUBLE AMBRÉE

This is truly an old, old world ale, and one of the Grimbergen Abbey’s classic beers, with a recipe that, like the Abbey itself, has endured for centuries. The essence of Double Ambrée is all in the name. Double: the beer uses two roasted malts to create layers of flavour that reveal themselves with each sip. When tasting the beer, drinkers will say that the ‘Double’ is ‘double’ better.

Accompaniment Very old world, and very old school: fits with hearty dishes like roasts and grilled meats, especially steaks.


Beer style Belgian Amber Ale

Beer nerd info BV 6.5% IBU 22 OE 14.7 Malts Barley malt Hops Bitter hop and aromatic hop

Tasting notes Rich, deep and ample in the mouth,

flavours both sweet and bitter with subtle notes of caramel and dried plums, and a warming brandy-like finish.

www.innisandgunn.com

Edinburgh, Scotland 7–9°C

Original came about as a happy accident – in 2002 when a Scottish distillery requested a beer from the brewer to season their oak whisky casks. Months later someone sampled the beer after its time in the casks and the taste, transformed by the oak, was remarkable. Now Original is matured in both oak casks and OakeratorsTM then blended together, so that a percentage of every batch sits for weeks in cask in Scotland.

Accompaniment A mature beer that can take on the power of juicy steaks and burgers, handle the spiciest of curries, and the tastiest of grilled seafood.


Awards Grand Gold (2014) Monde Selection Awards

Beer style Oak-aged Ale

Beer nerd info ABV 6.6% IBU 18 OE 16.4 Malts I&G Ale malt, Crystal malt, wheat Hops Super Styrian

Tasting notes Incredibly smooth taste that delivers

notes of biscuity malt and vanilla – hints of toffee and oak – swirling within a creamy, mellow character.

THE INNIS & GUNN BREWING COMPANY LTD

INNIS & GUNNORIGINAL

CRAFTED 2014–15

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THE GRIMBERGEN BREWERS

GRIMBERGEN, ABBOT ERIK DE SUTTER

Grimbergen is one of the oldest abbey beers in the world – a heritage that dates back to 1128. It’s a story of destruction and rebirth. The abbey, near Brussels, was destroyed three times and each time rebuilt. Now the Phoenix has become the symbol of the abbey and its beers.

“ Our beers are blessed with the Grimbergen yeast. It is the yeast that gives the beers their intense aroma”

1128

THE YEAR GRIMBERGENSTARTED TO BREW ITS BEER

We have a strong sense of history. Respecting tradition is very much part of our lives. Grimbergen beers are brewed from the ancient recipes, which have been carefully preserved and have survived the destruction and upheaval the Abbey has faced over the centuries. When the Abbey brewery was destroyed for the third time in 1796, the tradition of brewing beers was lost for over a century. But again, it was revived. The Phoenix that is the symbol of the renewal and rebirth of the abbey also appears on the chalice glass for Grimbergen beers. Our beers are blessed with the Grimbergen yeast. It is the yeast that gives the beers their intense aroma. The yeast, and the imagination and persistence of the Fathers of the Abbey who created our original recipes, has created beers with very distinctive tastes.

We’re always conscious of those generations of Fathers who have come before us. We continue to take a very close interest in the quality of the beer and supervise the production. We alone can approve any new product that bears the Abbey’s name. Grimbergen beer remains very much part of the life of the Abbey, providing the funds to maintain our buildings and our charitable work in the community. And we drink it nearly every day.

www.grimbergenbeer.com

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Puurs, Belgium

6°C

DUVEL MOORTGAT

DUVEL

Belgians acquired a taste for British ales after British soldiers introduced their beers to Belgium during World War I. Brewer Albert Moortgat used a strain of Scottish yeast to create a beer commemorating the end of the War in 1918, which he initially called ‘Victory Ale’ before one of his friends, a local shoemaker, described the beer as ‘nen echten Duvel’ or ‘a true Devil’ during a tasting. The name has stuck ever since.

Accompaniment You can be devil-may-care with all kinds of fish, pork and pasta dishes – and why not devils on horseback too?


Awards Gold Medal (1998) The World Beer Championships Superior Taste Award (2010) International Taste & Quality Institute (2013/4) UK Cool Brand listing

Beer style Golden Ale

Beer nerd info Bottle conditioned ABV 8.5% IBU 38 OE 16.9

Malts French Barley Hops Saaz and Styrian Golden

Tasting notes Beautifully balanced, light in body, pale

in colour and strong in character. The refreshing drinkability of a lager with the aromas and full body of fine ale. Slightly fruity, dry aroma, well-hopped beer and with a slightly bitter aftertaste.

San Francisco, USA

8°C

www.anchorbrewing.com

ANCHOR BREWING

ANCHOR PORTER

Anchor Porter became the first modern American porter-style beer when it was introduced in 1972. More than four decades later, Anchor Porter continues to reward those who look beyond its possibly intimidating appearance to discover a smooth, full-bodied drinkability. The definitive American Porter.

Accompaniment Pair up the full body of this porter with the oomph of BBQ meats, hams and Mexican food – while its sweet notes are delicious with chocolate and fruit desserts.


Beer style American Porter

Beer nerd info ABV 5.6% Malts Two-row Pale, Caramel Black

and Chocolate Hops Northern Brewer

Tasting notes The dark malts and hops deliver

bitterness, beautifully balanced by the sweetness of rich chocolate, toffee and coffee notes. Dark in the glass, surprisingly light on the palate.

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CRAFTED BEERS

IT’S JUST THEBEGINNING

This is our first selection of Craft and Speciality beers. It’s just the beginning of an exploration of the world of Crafted, but a good starting place for bar owners and publicans who want to grasp the opportunities it offers.

There are drinks for different tastes and different times, modern beers with bags of attitude and traditional beers with centuries of heritage. All of them are packed with character and made with creativity and care.

But it is just a starting point and we hope to go further because the world of craft beer is full of potential. The change we’re seeing in attitudes to beer and beer drinking is genuinely exciting.

A new wave of customers are coming into bars and pubs to try a different kind of drink; loyal beer fans are finding something fresh to get enthusiastic about.

People are sampling new beers and finding new favourites, exploring flavours and experimenting with food pairing. Best of all, they’re talking about beer in a new way: debating and reviewing the merits of different brews, but entirely without pretension. The world of Crafted is one where everyone can feel welcome.

For pubs, bars and restaurants, the opportunities are not just to serve up some fantastic premium beers, but to have conversations with customers, get them involved in events, offer them new experiences to look forward to and give them endless reasons to keep coming back.

To join the Crafted revolution, all it takes is a good range, a proud service and plenty of enthusiasm.

At Carlsberg UK, we’ll be continuing with our own discoveries and finding new Crafted recommendations to help you refresh your range. But this first selection can, we hope, be an exciting entry into the Crafted world for your business and your customers.

“ To join the Crafted revolution, all it takes is a good range, a proud service and plenty of enthusiasm.”

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CRAFTED BEERS

If you need font lenses, glassware, point of sale material or any further help, advice or support for any of our permanent brands, please contact your local Carlsberg UK sales representative or the relevant brewer or supplier using the details below and they will be happy to help.

Carlsberg UK Limited is a member of The Portman Group – promoting responsible drinking.

Supply of products and services subject to Carlsberg UK standard terms and conditions, copies available on request. All details are correct at time of going to press. Carlsberg UK reserves the right to change details without notice. For more information or support on Craft beers, please contact your local Carlsberg UK sales representative.

Promoter: Carlsberg UK Limited Jacobsen House 140 Bridge Street Northampton NN1 1PZ

CONTACTSUSEFUL

Place your Crafted orderCall the Customer Service Centre on 08457 820820

Craftythoughts?

Email us [email protected]

Crafted Brewers Crafted Brands Email Telephone and Suppliers Carlsberg UK Backyard Brewery Please speak to your local Carlsberg and Grimbergen UK Sales Representative or visit www.carlsbergwedelivermore.co.uk Adnams Southwold Adnams Spindrift [email protected] 01502 727200American Craft Beer Company Stevens Point mark@ 07921 818 035 americancraftbeercompany.co.ukDuvel Moortgat Duvel, Liefmans and Vedett [email protected] 020 374 08479Greene King Noble and Yardbird [email protected] 0845 850 4545James Clay Anchor, Brooklyn and [email protected] 01422 377 560 Goose IslandMarstons Revisionist and Shipyard [email protected] 01902 329 477Meantime Brewing Meantime [email protected] 020 8293 1111Portobello Brewing Company Portobello [email protected] 0208 9692269Purity Brewing Company Sierra Nevada [email protected] 01789 488 007Shepherd Neame Samuel Adams and CustomerSevices@ 01795 597000 Whitstable Bay shepherd-neame.co.ukThe Innis & Gunn Innis & Gunn [email protected] 0131 220 7230 Brewing CompanyWells and Young’s Charles Wells and Dogfish [email protected] 01234 279 298 DNA and Erdinger

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