Carlsberg x Nordic Food Lab
Danish beer giant Carlsberg will collaborate with Copenhagen-based food research institute the Nordic Food Lab to produce a range of speciality beers designed to be served alongside food. Starting next month, the companies will create at least three new beers for Carlsberg's upmarket brand Jacobsen, which is sold in Norway, Sweden, Finland and the US.
Established in 2008 by Danish restaurant Noma's head chef Rene Redzepi and gastronomic entrepreneur Claus Meyer, The Nordic Food Lab is famed for its innovative approach to food research, experimenting with unusual techniques and ingredients from the Nordic region. Read more about the Nordic food movement in Edible Authenticity and Roland Rittman – The Collector.
According to US newspaper the Wall Street Journal, the Nordic Food Lab will test lesser-known natural products such as bee larvae, woodruff and cucumber, to add unique flavours to the range of drinks. The range is designed to be served as part of a fine dining experience.
"We are hoping... to understand better which beer fits well with what meal and why," Khalil Younes, Carlsberg's sales, marketing and innovation chief, told the newspaper. "We need to work harder to establish the legitimacy of beer at the dinner table."
The beer industry is facing falling consumption rates in key markets such as the UK, US and Australia. However, specialty and premium beer products remain popular. According to research from Carlsberg, premium and super-premium beers account for 18.4% of the global beer market, but provide 32.2% of the value. By pitching beer as a premium meal accompaniment, brands can attempt to saturate this lucrative market.