With a frequency of one in four years, one should have no excuses for not being prepared for the World Cup. Last-minute choices are not an option as Coca-Cola recently suggested. When the sporting event is on, you should have everything you need at your hands, so you don’t miss a thing from the footballing spectacle. Like lots of Colas. Or snacks. And a good mood. And let’s not forget about beer. Not even a single match usually passes without you having the cold beverage by your side!
Now, Carlsberg came up with a solution to combine them all (without the Colas, obviously) in a luxurious manner. Besides creating such amazing combination, the company succeeded in mixing two different cultures as well. As the official sponsor of the Danish national team, the beer brand decided to celebrate this year’s World Cup with a deluxe product, which gives Danes a chance to try one of Russia’s best-kept treasures: Caviar!
Watch as the Danish heritage merges with Russia’s fine texture of the delicacy. Beer caviar comes to play. But this ‘Beluga’ caviar isn’t made of Huso huso eggs. No, these tiny orange-like spheres are indeed beer capsules. Exquisite caviar with the refreshing taste of a beer. Oh, what a time to be alive…
Behind this outstanding idea stands Danish chef Umut Sakarya who used a molecular gastronomy process to turn beer in artificial caviar. As for the idea itself, we have the CP+B Copenhagen agency to blame, or rather praise? The team provided all the creativity one needs to contour the shape and the looks of an actual luxurious product.
Just like the caviar itself, which comes in exquisite packaging, the one designed for the beer-flavored one also carries a refined and delicate look. Wrapped up in a green circular box, the vessel is adorned with a fine golden line on the sides. This highlights the premium taste of the beer-inspired caviar.
According to Carlsberg Group’s spokesperson, the product was born due to the company’s will to promote alcohol consumption in moderation. “By combining drinking with eating, you drink less and slower. We hope our beer caviar will help us spread this important message,” explained the PR lead.
The brewery shared the first-of-its-kind beer caviar with Danish fans watching the team’s first match from Fælledparken, a park in Denmark.
“We wanted to bring a taste of Russia to the fans back home, so together with Carlsberg, the proud sponsor of the Danish national team, we made caviar out of beer. Of course,” the agency concludes.
So, get ready for Denmark vs Croatia match on July 1st! If you don’t get your hands on the odd caviar, then Carlsberg’s classic pilsner shall do the trick! Cheers!