In 2018 the FIFA World Cup took place in Russia. Not the easiest place for most footballball fans to go. How could the beer brand, Carlsberg, without being the official sponsor of the games, give fans a taste of Russia - and become part of the celebration?
Together with a famous Danish chef we dug into the art of molecular gastronomy. We created a recipe that made it possible to produce the famous Russian delicacy, caviar, 100% from beer.
At World Cup events, we handed out the caviar to excited fans.
The beer caviar brought the World Cup in Russia closer to football fans everywhere and made Carlsberg a fun and natural part of the World Cup celebration.