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Beer and caviar might not be the first culinary combo you think of when packing refreshments for the World Cup, but Carlsberg decided it was a matchup worthy of a global stage.
Using molecular gastronomy, the Danish beer brand and agency CP+B Copenhagen created Carlsberg Caviar, with the texture of fish eggs but (one would imagine) the flavor of a cold pilsner. The goal was to celebrate the food traditions of Russia, this year’s World Cup host, while still bringing a taste of Denmark to the party.
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