Does The World Really Need Beer Caviar?

Maybe we should start by asking if the world really needs caviar to begin with? Let alone masses of slimy fish eggs molecularly engineered to taste like beer.

Here’s the deal…

With this year’s World Cup taking place in Russia, a country renowned for its love of vodka and penchant for caviar ( but not necessarily for beer),  Carlsberg Brewing who are one of the Danish team’s sponsors have come up with beer infused food idea to bring a little ‘Taste of Russia’ to the Danes.

Enter Carlsberg Caviar, a branding idea whose time should have never come…

And although beer flavored caviar would never have occurred to us as something we needed to have on hand for our next World Cup gathering, Carlsberg has decided it was a matchup worthy of a global stage.

“We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia,”  Umut Sakarya, a Danish chef who worked with Carlsberg brewers on the product, told AdWeek.

Utilizing a scary sounding process, molecular gastronomy, a sub-discipline of food science involving the physical and chemical transformations of ingredients that occur in cooking, Carlsberg has a crafted a product with “the texture of fish eggs and the flavor of a cold pilsner,” not that the world was asking for that.

In fact the only reason we want to have beer in the proximity of caviar to begin with, would be to wash away it’s salty slimy aftertaste and help us forget that we’d just consumed masses of unpasteurized fish eggs harvested prematurely from unfortunate wild sturgeon trapped in the Caspian Sea.

Who knows? Maybe Carlsberg is not really a fan of caviar either…

Maybe Carlsberg thought that if they enlisted the talents of an award-winning advertising agency like CP+B Copenhagen, they could turn a negative into a positive and tie it into World Cup somehow.

And beer makes everything better right?

Everything perhaps that’s not a slimy fish egg spread to begin with.

All image credits: Carlsberg