A new spirits proposition for Carlsberg UK

Within the booming UK On Trade spirits market, it is becoming increasingly important to treat wines and spirits differently.

​​​​Responding to this feedback, we’ve created a multi-platform, integrated spirits offering called Distilled – a dedicated spirit arm within third party brands which was launched to the on-trade at exclusive events in London and Manchester earlier this month.

Katie Hewitt, Spirits Category Manager said: “We have spent a lot of time talking to bar owners and bartenders to build a strong and credible line-up of products and an engaging partnership for communicating about spirits which will continue to evolve in line with consumer trends.”

The partnership is with The Thinking Drinkers, leading influencers in the world of alcohol, and will be used to deliver practical advice on engaging consumers and creating memorable experiences as well as a wealth of information for outlets on the five core spirit areas – Vodka, Gin, Rum, Scotch Whisky and American Whiskey.

“We’re looking forward to extending the conversation with bartenders – celebrating innovative and exciting serves. that can be executed perfectly every time,” said Katie.

The new Distilled division will be supported by the following tools:

  • NEW Annual Brochure
  • Limited Edition Quarterly Range
  • NEW website –
  • NEW social media (FB & Twitter) - @distilleduk
  • Dedicated spirits & crafts tasting events
  • Extended range of carefully selected spirits that addresses demands of the contemporary spirit focused outlet.
  • Partnership with The Thinking Drinkers

Find out more at or FB / Twitter / @Distilleduk