Carlsberg creates Beer Caviar for the World Cup in Russia
By James Herring on Wednesday, June 27, 2018
Beer and caviar together at last.
As the sponsor of the Danish national team, Carlsberg celebrate the World Cup by creating and packaging the world’s first Beer Caviar to give the Danish fans a taste of Russia.
The beer brand teamed up with chef Umut Ra Sakarya to turn beer into caviar.
According to Inc the process was scientifically challenging and utilised a molecular gastronomoy process to created tiny pearls of encapsulated beer.
As the chef told AdWeek, “We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia.”
In a 49 second video the company shows the manufacturing process of the Russian delicacy and the surprise of those who got to taste it.
Carlsberg is giving fans a chance to try the beer caviar at select events surrounding Danish World Cup matches.
Related: This beer brand is printing World Cup tweets on lager foam