Crown Cellars adds 23 new wines to portfolio

By Lisa Riley

Published: 11 April, 2018

Crown Cellars, Carlsberg’s wine division, has unveiled its 2018 portfolio and announced it’s separating its spirits offering from the arm.

The 2018 portfolio, available now, comprises 500 wine options, 150 exclusive lines and 23 new additions – each selected after ”extensive tasting and using the latest trends and direct feedback from customers”.

Available now, the new wines include Curious Devices Grillo - a light and fruity white, Mandorla Fiano - a delicate white with lengthy finish and Drop Dead Gorgeous Malbec - an intense jammy dark plummy red with ripe and rounded tannins.

For this year’s selection, Crown Cellars had “taken to the road” and tasted more than 170 wines from which it chose the 23 newcomers, said Jonathan Pedley, Crown Cellars’ MW.

“Revisiting a favourite challenge, ‘Pedley’s Picks’ also showcases just a few of the wines that were among my personal favourites and demonstrate some of the best wines from Chile, Bulgaria, South Africa and France,” he said.

In addition to unveiling this year’s portfolio Crown Cellars, which has previously combined the wine and spirit offering, would from now stand alone as a wine portfolio, with its spirits offering taking on an independent identity as ‘Distilled’.

The change follows Crown Cellars teaming up with the Thinking Drinkers in November last year to bring its premium spirits portfolio to greater prominence alongside its wines, with the most visible part of the push a weighty but accessible magazine format brochure, devised as a useful tool and reference point for sales team, brand ambassadors and bartenders across a range of differing style outlets.

Also new for this year, Crown Cellars has given its website a refresh, including making the full range of wines searchable by grape variety, wine style, award winners or on-trade exclusives. Customers can also access tasting notes and food-matching recommendations.

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