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Carlsberg Used Molecular Gastronomy to Invent Beer Caviar, Then Took It to the World Cup

Danish innovation meets Russian tradition

Beer and caviar might not be the first culinary combo you think of when packing refreshments for the World Cup, but Carlsberg decided it was a matchup worthy of a global stage.

Using molecular gastronomy, the Danish beer brand and agency CP+B Copenhagen created Carlsberg Caviar, with the texture of fish eggs but (one would imagine) the flavor of a cold pilsner. The goal was to celebrate the food traditions of Russia, this year’s World Cup host, while still bringing a taste of Denmark to the party.

“The last couple of years there has been a trend within molecular gastronomy to develop artificial caviar from natural ingredients with all kinds of flavors,” says Danish chef Umut Sakarya, who worked with Carlsberg brewers to create the beer caviar. “We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia.”

The brand, official sponsor of the Danish national team, also says the product will help fans celebrate in moderation. “By combining drinking with eating, you drink less and slower,” says Wouter de Groot, a brand and PR lead at Carlsberg Group. “We hope our beer caviar will help us spread this important message.”

To read more: https://www.adweek.com/creativity/carlsberg-used-molecular-gastronomy-to-invent-beer-caviar-then-took-it-to-the-world-cup/