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Carlsberg's wine and spirits arm Crown Cellars sales' rocket by 19%

Published:  10 June, 2014

Carlsberg UK's wine and spirits division Crown Cellars saw a 19% rise in sales over the past 12 months and is launching a new website to help better serve the on-trade.

The website has added features for the on-trade to further help with training of staff at establishments that carry their wines and offers better customer service. Customer support includes access to WSET-trained sales and call centre support.

"We have been supplying the on-trade for over 20 years and we recognise that a tailored, personal approach is key. Our focus has always been on developing relationships with our customers and our people have the skills and the knowledge to really make a difference. No-one is closer to the on-trade and it is this expertise that has helped our wine sales grow by 19% over the past 12 months," said Paul Waller, director of customer service and third party brands.

The new website allows wines to be searched by grape variety, wine style, award winners, on-trade exclusives, as well as accessing tasting notes and checking out food-matching recommendations. The food and wine wheel provides recommendations and includes wine attributes, pronunciations and classic growing countries and regions.

Crown Cellars has added an additional 27 wines to its 700-strong wine portfolio, including expanding its on-trade exclusive range. Crown Cellars wine and spirits team include Jonanthan Pedley MW, wine buyer Louise Boddington and spirits buyer Katie Hewitt.

"We are exceptionally proud of this year's portfolio and genuinely believe that the range will add value to our customers' businesses. Whether our customers want to offer key traditional French appellations or want to list the latest wine from Brazil, our range will have something to suit," said Jonathan Pedley.

Crown Cellars partnered with Enterprise Inns to be a major wine and spirits supplier for its 7,000 strong establishments.