Carlsberg creates beer caviar for the World Cup

As concerns mount following the Europe-wide CO2 shortage, Danish brewer Carlsberg has created beer caviar for the World Cup which it claims has a practical purpose: it encourages fans to drink in moderation.

By way of molecular gastronomy, the brewing giant, in partnership with agency CP+B Copenhagen and Danish chef Umut Sakarya, has created a new way to experience beer.

With the texture of fish eggs and presumably the taste of beer, the beer brand is paying tribute to the culinary traditions of host nation Russia.

Carlsberg is the official sponsor of the Danish football team which made it through to the final 16 after a goalless draw with France on Tuesday.

Sakarya told Ad Week: “We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia.

“Over the last couple of years there has been a trend within molecular gastronomy to develop artificial caviar from natural ingredients with all kinds of flavours”.

Wouter de Groot, brand PR at Carlsberg, stressed that the caviar may actually help fans to consume alcohol in moderation.

“By combining drinking with eating, you drink less and slower. We hope our beer caviar will help us spread this important message,” he said.

Aldrig været så gourmet kok agtig før 😂

A post shared by Umut Sakarya / GULDKROEN (@umutsakarya) on

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Sales Manager

The Old Curiosity Distillery
United Kingdom

Marketing Assistant

Berkmann Wine Cellars
London, UK

PR Manager

Master of Malt
London, UK

Sales Manager

Hairy Dog Brewery
Haywards Heath, UK

National Operations Director

Amathus Drinks Plc
London, UK

Brand Development Executive

Manchester Gin
Manchester, UK

Sales Executive – Hush Heath Estate

Hush Heath Estate
London/ Kent

Marketing Manager

Zonin UK
Richmond, UK

Love Wine, Love Chile

London,United Kingdom
25th Sep 2018

Almaviva Masterclass

London,United Kingdom
26th Sep 2018
Click to view more

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Cabernet Sauvignon Masters 2018

the drinks business is proud to announce the fifth year of its Global Cabernet Sauvignon Masters

Click to view more