LWC Drinks, the most significant impartial drinks wholesaler in the UK, has recently partnered with Camden Town Brewery to launch their new product, ‘Eazy Hazy IPA’ on tap, exclusively through LWC Drink’s Signature Brands range. While Eazy IPA had an astounding off-trade launch last March, LWC Drinks will have exclusive distribution rights over Camden’s Eazy Hazy IPA in draught format in the Independent Free Trade, expanding the Brewer’s IPA audience.
Lee Williams, Beer & Cider Category Manager for LWC Drinks, expressed his enthusiasm: “We’re absolutely thrilled to be putting Camden’s incredible Eazy Hazy IPA onto the taps of the UK on-trade.” LWC Drinks’ investigations revealed that Camden’s product is extraordinary, and there is a buzz surrounding Hazy IPAs among beer enthusiasts at the moment.
According to 2023 Nielsen data, IPA accounts for over half the amount sold in the UK craft segment, with Hazy IPA being the fastest-growing subsegment within IPA. LWC Drinks sees itself as a company that values customer service, and offering exclusive and innovative products is a critical element of their core beliefs.
Tom Mitchell, Commercial Controller for Budweiser Brewing Group, stated, “Camden Town Brewery is delighted to join forces with LWC for the launch of our new Eazy IPA in the on-trade,” and the extensive national reach of LWC Drinks, in conjunction with the combined strength of their sales team, will allow the industry to get the freshest IPA out to pubs and bars across the UK.
The partnership between these two entities will provide a significant growth opportunity for the craft beer demographic, thereby increasing the value to be offered to shared clients. Camden’s Eazy Hazy IPA is sure to make a positive impact on LWC Drinks’ national distribution network and confirm the company’s commitment to providing trend-setting and innovative products to its clientele. Submit press releases to editor@bdaily.co.uk for consideration.
