Danish beer brand Carlsberg is "reinventing the wheel to win over fans in Europe," especially Russia, by creating beer with the texture of caviar, according to John McCarthy of THE DRUM. Carlsberg altered how it activates in football, having "recently called an end to its partnership of the FA in place of Budweiser." CP+B Copenhagen hatched the plan and developed the luxury brew "with help from food experts in Denmark." Beer with the texture of fish eggs was created to "dish out to football fans keen for a taste of Russian and Danish culture." The marketing ties into the World Cup "without infringing on trademarks or making any bold connections between the competition and the brand." It is "one of the more unique ambushes" of the World Cup (THE DRUM, 6/27). ADWEEK's David Griner reported using molecular gastronomy, CP+B Copenhagen created Carlsberg Caviar, "with the texture of fish eggs but (one would imagine) the flavor of a cold pilsner." Danish chef Umut Sakarya, who worked with Carlsberg brewers to create the beer caviar, said, "The last couple of years there has been a trend within the molecular gastronomy to develop artificial caviar from natural ingredients with all kinds of flavors. We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia" (ADWEEK, 6/26).
