
Beer Caviar
Carlsberg
Issue 48 | September 2018
Background
Russia was synonymous with caviar, a delicacy made from the roe of sturgeon in the Caspian Sea and Black Sea.
Russia was also very much top of mind in June 2018 with the FIFA Football World Cup. Denmark had made it through to the finals and Danish beer Carlsberg wanted some way of bringing the Danish and the Russian cultures together for the travelling
Danish fans.
Idea
There had been a growing trend in molecular gastronomy to create artificial caviar from different kinds of ingredients, with different kinds of flavour.
Danish chef Umut Sakarya worked with Carlsberg to create the world’s first beer caviar.
The main ingredient was Carlsberg’s classic pilsner, a beer that most Danes view as part of their national cultural heritage, just as caviar has been a traditional delicacy in Russia since the 16th century. Carlsberg gave soccer fans a taste of Russia at selected football-centred events, at the same time promoting a message about moderate drinking. Combining drinking with eating, people drink less.
Results
Danish fans lined up in crowds to sample the caviar.
Our Thoughts
This is the sort of brand ambush made popular by Nike, who have successfully found ways of being ever-present at The Olympics, though never being a sponsor.
Though Carlsberg sponsored the Danish team, Budweiser were the official world cup beer brand so here’s Carlsberg setting up tables at events in Russia and in Denmark and for about a millionth of the cost of Budweiser’s sponsorship deal, getting headlines in Fortune, Forbes and online at dozens of sites including Trendhunter.
The sub-plot is that Carlsberg (among others in this most densely-packed market) is looking to distance itself from its competitors through premiumisation. And associating beer with what must be the world’s most expensive snack is certainly one manifestation of that strategy.