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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.