Branding, Strategy & Digital  

Distilled – Carlsberg UK


We’ve all heard of Carlsberg UK. Even people that don’t drink have heard of Carlsberg. The wholesale side of their business is, unsurprisingly alien to the vast majority of us, however. For the uninitiated, Crown Cellars are Carlsberg UK’s primary wholesale brand. The brand had been operating for over 20 years, and it was time to review where they stood in the market.

Despite their best efforts, very few of Crown Cellars’ customers know how broad the brand’s offering was. As far as they were concerned, Crown Cellars were wine merchants – ignoring their expertise in spirits entirely. It was time to create a yin to Crown Cellars’ yang – a standalone brand that gave Carlsberg more credibility in spirits wholesale specifically.


Our objectives in this project were twofold, therefore. Positioning the new brand as a premium spirits wholesaler (with a name to match) and appropriately leveraging the Carlsberg UK brand for a smooth launch.

Distilled was name agreed upon early into the project – a conclusion we both came to independently, one that sat perfectly alongside Crafted, Carlsberg’s dedicated craft beer arm and accompanying annual. The identity needed to follow suit with the name, therefore – clean, clear and refined. Communicating the confidence that can only come with the team’s decades of expertise, and the might of Carlsberg UK behind them.


With the brand designed and refined based on exhaustive competitor analysis and regular meetings with key decision makers at Carlsberg, the results speak for themselves.

As well as the two brochures that we will come to in case studies of their own, we designed and developed the Distilled website. Creating the digital presence of such a key tentpole in Carlsberg UK’s wholesale operation wasn’t something we took lightly. As well as looking to the websites of competing wholesalers, we looked outside of the sector for inspiration too – arriving at a clean design that made the most of the screen the site was viewed on, and made sensible use of typography to make the hierarchy of information absolutely clear – even to a technophobic (or at the very least, technohesistant) demographic. Quick product filtering was absolutely essential, giving the Distilled website a noticeable advantage over the physical annual brochure that bar managers will be provided with as a matter of course.