Crown Cellars, the wine and spirits division of Carlsberg UK, has increased its sales and customer service team to more than 20 members to boost its wine and spirit sales in the UK’s on-trade.
The sales team is growing in response to group witnessing a 19% increase in wine sales in the past year. The team will include six new dedicated wines and spirits account managers and two executives to provide customer support and training and working directly with national customers.
In the past two years, Crown Cellars has put its 70 regional sales managers through wine and spirits training; and its field sales team will have gained a Level 2 WSET certificate by the end of 2014; the team has also completed extensive bespoke spirits training with Diageo, to boost its skills and knowledge to provide category and up-selling advice to customers.
The company has a new website which features a searchable range of wines and spirits divided by grape variety, wine style, award winners or on-trade exclusives, with tasting notes and marketing tips.
James Lousada, Chief Executive of Carlsberg UK, said: “We have invested in our range, adding 23 new spirits and 27 more wines this year, and now in our people. Coupled with our new on-line proposition which now has educational, marketing and wine list guides, we are in a great position to help our customers to capitalise on the opportunity to further grow both their wine and spirit sales.”
