2. The Craft Brewing Revolution 02
Defining The Magic Of Craft 04
Meet The Craft Champions 06
The Craft Drinker 08
The World Of Craft 10
A Journey Through Craft Beer Styles 12
Creating The Craft Experience 14
The Perfect Glass 16
Growing The Discovery 18
Making The Match With Food 20
Mastering The Art Of Craft 22
Know Your Craft 24
Sharing Our Selection 26
Light & Delicate Craft Beers 28
Meet the Brewer – The Backyard Brewery 32
Balanced & Rounded Craft Beers 44
Hop-forward, Zingy & Bitter Craft Beers 64
Rich & Full Flavoured Craft Beers 70
Meet the Brewer – The Grimbergen Brewers 74
It’s Just the Beginning 78
Useful Contacts 80
CRAFT BEERS
CARLSBERG UKFROM
Product Style Segment ABV Draught Packaged Pg
Adnams Spindrift Golden Ale Local 4.0 30l kegs N/A 39
Anchor Liberty Ale American Pale Ale New World 5.9 N/A 24 x 355ml bottles 50
Anchor Porter American Porter New World 5.6 N/A 24 x 355ml bottles 77
Anchor Steam Beer California Steam Beer New World 4.8 N/A 24 x 355ml bottles 51
Brooklyn Lager American Amber Lager New World 5.2 30l kegs 24 x 355ml bottles 46
DNA Modern IPA New World 4.5 50l kegs 12 x 330ml bottles 68
Duvel Golden Ale Old World 8.5 N/A 24 x 330ml bottles 76
Erdinger Weissbier Wheat Beer Old World 5.3 30l kegs 12 x 500ml bottles 40
Goose Island Honkers Ale English-style Bitter New World 4.3 N/A 24 x 355ml bottles 56
Goose 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 60
GrimbergenDoubleAmbrée Belgian Amber Ale Old World 6.5 N/A 24 x 330ml bottles 73
Innis & Gunn Original Oak-aged Ale Local 6.6 N/A 24 x 330ml bottles 72
Liefmans Fruitesse Fruit Beer Old World 3.8 20l kegs 24 x 330ml bottles 41
Meantime 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 38
Portobello London Pilsner Pilsner Local 4.6 30l kegs N/A 34
Revisionist Craft Lager Lager Local 4.0 30l kegs N/A 42
Sam Adams Boston Lager American Craft Lager New World 4.8 30l kegs 24 x 330ml bottles 48
Shipyard Pale Ale American Pale Ale Local 4.5 30l kegs N/A 60
Sierra Nevada Pale Ale American Pale Ale New World 5.6 N/A 12 x 350ml bottles 53
Stevens 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 61
The Bee 17 Hop-Struck Pilsner New World 4.7 N/A 24 x 330ml cans 30
The Lawn Mower Amber Lager New World 4.8 N/A 24 x 330ml cans 62
Vedett Extra Blond Pilsner Old World 5/5.2 30l kegs 24 x 330ml bottles 36
Whitstable Bay Pale Ale Pale Ale Local 3.9 30l kegs N/A 37
Yardbird Pale Ale American Pale Ale New World 4.0 50l kegs 12 x 330ml bottles 54
CONTENTS
1

3. 2/3
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.”

4. 4/5
CRAFTED 2014–15INTRODUCTION
And from the drinkers’ perspective: what is the
magic for them?
DISCOVERY
It’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
MAGICOF
CRAFT 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’.

5. 6/7
CRAFTED 2014–15INTRODUCTION
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 CRAFT
CHAMPIONSFROM 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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CRAFTED 2014–15INTRODUCTION
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

7. CRAFTED 2014–15INTRODUCTIONINTRODUCTION
THE
WORLDOF
CRAFT
The 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
10/11

8. 12/13
CRAFTED 2014–15INTRODUCTION
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 ALE
Hop-forward, with big fruity
or spicy flavours, pale in name,
but never in taste.
PILSNER
Originally 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.
ALE
Aromatic 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 BEER
Brewed 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?

9. CRAFTED 2014–15INTRODUCTION
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
14/15

10. 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
PERFECT
GLASS
THE
CRAFTED BEER BASICS
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11. CRAFTED 2014–15INTRODUCTION CRAFTED 2014–15
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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12. CRAFTED 2014–15INTRODUCTION CRAFTED 2014–15
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
WITH
FOOD
While 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
20/21

13. CRAFTED 2014–15
HEAD
The 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.
CARBONATION
Subtle and lightly carbonated or
frothily effervescent, carbonation is
an important part of the experience.
COLOUR
Again 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.
AROMA
Craft 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.
TASTE
Taste 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.
MOUTHFEEL
Not 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?
BALANCE
The balance between malt’s
sweetness and the bitterness
of hops is unique to every craft
beer and preferences are unique
to every individual drinker.
FLAVOUR
Aroma 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.
CLARITY
A 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 STUFF
The 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.
ALCOHOL
ABV (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…).
BITTERNESS
IBU (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.
COLOUR
The 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 ART
OFCRAFT
To 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
22/23

14. CRAFTED 2014–15INTRODUCTION
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
24/25

15. 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
26/27

16. 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 17
34 – Portobello London Pilsner
36 – Vedett Extra Blond
37 – Whitstable Bay Pale Ale
38 – Noble
39 – Adnams Spindrift
40 – Erdinger Weissbier
41 – Liefmans Fruitesse
42 – Revisionist Lager
LIGHT
DELICATE
CRAFT BEERS
CRAFTED BEERS
28/29

17. 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.

18. 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
THE
BACKYARD
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

19. CRAFTED BEERS CRAFTED 2014–15
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.

20. 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.

21. CRAFTED BEERS CRAFTED 2014–15
38/39 www.greeneking.co.uk
Bury St. Edmunds,
England
5–7°C
GREENE KING
NOBLE
ENGLISH
CRAFT LAGER
An 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.
Formats
330ml bottles
50l kegs
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

22. CRAFTED BEERS CRAFTED 2014–15
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.
Formats
500ml bottles
30l kegs
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.

23. CRAFTED 2014–15CRAFTED BEERS
42/43
CRAFT BEER
43/43 website?
Wolverhampton,
England
6°C
MARSTON’S
REVISIONIST
CRAFT 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

24. 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 Ale
51 – Anchor Steam Beer
52 – Meantime London Pale Ale
53 – Sierra Nevada Pale Ale
54 – Yardbird
56 – Goose Island Honkers
58 – Grimbergen Blonde
60 – Shipyard Pale Ale
61 – Stevens Point Pale Ale
62 – The Lawn Mower
BALANCED
ROUNDED
CRAFT BEERS
44/45
CRAFTED BEERS

25. 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.
Formats
355ml bottles
30l kegs
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.

26. CRAFTED BEERS CRAFTED 2014–15
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!’
Formats
330ml bottles
30l kegs
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.

27. CRAFTED BEERS CRAFTED 2014–15
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.
Format
355ml bottles
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

28. CRAFTED BEERS CRAFTED 2014–15
52/53
London,
England
6–8°C
www.meantimebrewing.com
MEANTIME BREWING COMPANY
MEANTIME
LONDON PALE
ALE
One 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.
Formats
330ml bottles
50l kegs
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.
Format
350ml bottles
Beer style
American Pale Ale
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.

29. 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...
Formats
330ml bottles
50l kegs
Beer style
American Pale Ale
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

30. CRAFTED 2014–15CRAFTED BEERS
56/57
Accompaniment
This beer really adds a powerful lift-off
to fish and chips, roast beef, fried chicken
and BBQ food.
Format
355ml bottles
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.

31. CRAFTED 2014–15CRAFTED BEERS
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.
Format
330ml bottles
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

32. CRAFTED BEERS CRAFTED 2014–15
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 style
American Pale Ale
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 style
American Pale Ale
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.
Format
355ml bottles
Awards
Gold Medal (2010)
US Open Beer
Silver Medal (2012)
American Style Pale Ale
World Beer Championships

33. 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.

34. 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-FORWARD
ZINGY
BITTERCRAFT
BEERS
64/65

35. CRAFTED BEERS CRAFTED 2014–15
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.
Format
355ml bottles
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.
Format
355ml bottles
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.

36. CRAFTED 2014–15CRAFTED BEERS
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.
Formats
330ml bottles
50l kegs
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

37. 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 Ambrée
76 – Duvel
77 – Anchor Porter
RICH FULL FLAVOURED
CRAFT BEERS
70/71

38. CRAFTED BEERS CRAFTED 2014–15
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.
Format
330ml bottles
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.
Format
330ml bottles
Awards
Grand Gold (2014)
Monde Selection Awards
Beer style
Oak-aged Ale
Beer nerd info
ABV 6.6% IBU 18 OE 16.4
Malts IG 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 GUNN
ORIGINAL

39. CRAFTED 2014–15
74/75
CRAFTED BEERS
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
GRIMBERGEN
STARTED 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
CRAFTED 2014–15
74/75

40. CRAFTED BEERS CRAFTED 2014–15
76/77 www.duvel.com
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?
Format
330ml bottles
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.
Format
355ml bottles
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.

41. CRAFTED 2014–15
78/79
CRAFTED BEERS
IT’S JUST THE
BEGINNING
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.”
CRAFTED 2014–15
78/79

42. 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
CONTACTS
USEFUL
Place your Crafted order
Call the Customer Service Centre
on 08457 820820
Crafty
thoughts?
Email us at
crafted@
carlsberg.co.uk
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 pos@adnams.co.uk 01502 727200
American Craft Beer Company Stevens Point mark@ 07921 818 035
americancraftbeercompany.co.uk
Duvel Moortgat Duvel, Liefmans and Vedett sales@duvelmoortgat.co.uk 020 374 08479
Greene King Noble and Yardbird RTM@greeneking.co.uk 0845 850 4545
James Clay Anchor, Brooklyn and matt@jamesclay.co.uk 01422 377 560
Goose Island
Marstons Revisionist and Shipyard national.sales@marstons.co.uk 01902 329 477
Meantime Brewing Meantime sales@meantimebrewing.com 020 8293 1111
Portobello Brewing Company Portobello sales@portobellobrewing.com 0208 9692269
Purity Brewing Company Sierra Nevada sales@puritybrewing.com 01789 488 007
Shepherd Neame Samuel Adams and CustomerSevices@ 01795 597000
Whitstable Bay shepherd-neame.co.uk
The Innis Gunn Innis Gunn sales@innisandgunn.com 0131 220 7230
Brewing Company
Wells and Young’s Charles Wells and Dogfish leanne.king@wellsandyoungs.co.uk 01234279298
DNA and Erdinger
08457 820820
80