Carlsberg UK has been appointed ‘Joint Preferred Supplier’ to the Club and Institute Union (CIU), which comprises a network of nearly 1700 affiliated social and members clubs across the UK.
The partnership will give member clubs access to Carlsberg UK’s beers and lagers, as well as a choice of craft beers and ales through its Crafted and Tapster’s portfolios – plus its growing collection of draught and bottled Somersby ciders.
CIU members can also access business-building support and bespoke training programmes for clubs. Carlsberg UK will offer members a tailored support package, including preferential loan support and lending rates, a BT Sport offer allowing members 50% off a BT Sport subscription and a special CIU-branded beer – Union Bitter.
A new national Holsten Vier sponsored Darts competition, where the final will be played on stage at the 2016 Lakeside World Darts Championship, will also be launched.
The agreement also gives CIU members’ access to Carlsberg UK’s Crown Cellars wine and spirits portfolio, comprising more than 750 of the leading drinks brands in the UK. Members will receive discounts on the widest selection of drinks brands on offer, enabling them to provide a broader choice of beverages to their customers than ever before.
George Dawson, Club and Institute Union President, added: “I am pleased to secure Carlsberg UK as one of our partner suppliers to the Club and Institute Union. As a brewer they are committed to providing great service and support to our members, on top of a fantastic beer and beverage portfolio.”
James Lousada, chief executive at Carlsberg UK, said: “I am delighted that the CIU has chosen Carlsberg UK as its joint preferred supplier, at a time when we are investing heavily in our brands and business support for the benefit of customers. Our portfolio of lagers, world and craft beers, ales, cider, wines and spirits will provide members with the opportunity to generate incremental income and increase profits. With its substantial membership, the CIU partnership represents a significant boost for Carlsberg UK and we are confident in adding real business benefit to the CIU and its members.”
