Carlsberg UK is set for a marketing push of its Czech lagers Celia organic and Celia Dark which it will roll out this November, produced by Czech micro brewery Zatecky Pivovay, co-owned by the Carlsberg group.
Carlsberg vice president of marketing, Liam Newton said that gluten free tapped into current consumer trends and gave the brand a point of difference. Celia also claims that the organic range of lagers are only 136 calories, and made with only three ingredients which are all locally sourced. It is specially crafted to remove the gluten content of the lager, and uses a silicone filtration process to make sure it’s vegan friendly.
Independent breweries are becoming more popular with consumers, prompting Carlsberg to recently redesign their cans with a simplified craft look.
Carlsberg isn’t the only beer brand keen to get in on the craft beer trend. Earlier this year, MillerCoors took a majority stake in San Diego craft brewer Saint Archer brewing co. This was following SABMillers purchase of British craft beer maker Meantime Brewing Company in 2015.
Not all brands are as responsive to the craft beer market however, at the 2016 Superbowl, Budweiser used it’s ad slot to take a jab at craft beers.