Crown Cellars launches videos for new spirits business Distilled

Crown Cellars, the wine and spirits division of Carlsberg UK, has announced it will launch a new spirits business supplying the on-trade.

Distilled supplies the UK on-trade with a choice of nearly 400 carefully selected premium spirits from Crown Cellars’ portfolio, which includes

Raising awareness of the launch, Distilled has worked with drinks journalists Ben McFarland and Tom Sandham — the Thinking Drinkers — to create a series educational videos designed to target bartenders.

Released over a five-month period, online tutorials will cover five core spirit areas – Vodka, Gin, Rum, Scotch 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.”