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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Rioja Masters 2019

Deadline : 1st August 2019

Champagne Masters 2019

Deadline : 12th August 2019

Click to view more

The Global Organic Masters 2019

View Results

Cabernet Sauvignon Masters 2019

View Results

Click to view more