Carlsberg Invented Caviar Made of Beer for the World Cup

While the World Cup has caused beer shortages in Russia and the U.K., prompting the latter to implement beer rationing due to limited supply, Danish brewer Carlsberg has a different solution: beer caviar.

Carlsberg, which is the official sponsor of the Danish national team, worked with CP+B Copenhagen and Danish chef Umut Sakarya to create Carlsberg Caviar, an artificial caviar made of beer. The goal? To bring some beer-soaked flavor to Russia’s World Cup party.

“We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia,” Sakarya told Adweek.

But this is not only a celebration in molecular gastronomy and sport-fueled friendliness: It’s a way to slow down spectators’ beer drinking, a Carlsberg spokesperson said.

“By combining drinking with eating, you drink less and slower. We hope our beer caviar will help us spread this important message,” Wouter de Groot, a brand and PR lead at Carlsberg Group, said.

Message received: We need to bring beer caviar to our next beer-b-cue.