All real sporting events involve snacks. And beer. For this year's World Cup in Russia, Danish brewer Carlsberg did something clever: It worked with chef Umut Ra Sakarya to turn beer into caviar.

Fast food companies regularly create unusual items to catch the attention of a jaded and fickle public while working to get promotional attention. Whether it's a pickle slush or something more mundane, like the dollar menu wars, food can be a marketing weapon.

The Carlsberg experiment, done with agency CP+B Copenhagen, according to AdWeek, is a tad more high-toned than a sandwich between two pieces of fried chicken, and more scientifically challenging. The concept was to recognize that the World Cup was being played in Russia and to find a hook that tied to the Danish national soccer team.

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."

Molecular gastronomy has been a force in top tier restaurants for years, with chefs becoming the next thing to scientists, or maybe culinary engineers. Using chemistry, liquid nitrogen, dehydrators, centrifuges, microwave ovens, carbon dioxide sources -- and food -- practitioners can do things like turning Hollandaise sauce into fried cubes for eggs benedict or create reverse baked Alaska that is hot in the middle and cold on the outside.

Creating caviar out of various food products is old hat at this point. What the chef did was use existing techniques to create tiny pearls of encapsulated beer.

The result was tiny golden spheres there were encapsulated beer.

The brewer shared samples with fans watching the Danish team's first match from Fælledparken, a park in Denmark last Saturday. Think of it as brining some of Russia to the fans when their favorites were off in the competition. Carlsberg has had a marketing partnership with the team for the last 40 years.

The Danish team moved on and is currently playing France. Sorry, the beer caviar won't be available for your next soiree unless you learn how to make it yourself. But think of how much fun the experimentation could be.

Published on: Jun 26, 2018
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