The weeks leading up to May 2nd, I had been working on a project for Carlsberg with the agency I have been interning at. The project revolved around the launch of a new product called BEO*. The first time I heard the name I chuckled a bit. Being from the US the name sounded a lot like BO, which is the shortening of body odor. I eventually learned that the name was chosen because it means 'Delight' in Latin. I wont dive too deep into too many specifics about the project so I make sure as to not unknowingly get myself into trouble but it revolved around an event that was held at the Carlsberg Museum.
For those that dont know, because I didnt, the Carlsberg Museum is an by invite only area of Carlsberg's headquarters in Copenhagen. I was lucky enough to attend such an event with my boss and another colleague. The main purpose was to launch the new drink which isnt a beer (though it pours like one) or a soda, rather in my opinion something that is in between a soda and sparkling water or juice. Sounds complicated right? Well in actuality its a brewed soda that has natural bubbles from the brewing process and no added sugar which is also made from all natural ingredients. It has a high amount of real fruit juice (35-38%) and much less calories than a soda. Its not considered a health drink and it cant be considered non alcoholic by danish standards because it has ,2% alcohol in it. The amount though is so little that it would take something like 25 of them in order for you to get the same effect as 1 beer.
There were 2 flavors that were being released. Blood Orange with a touch of Hibiscus and Apple with a taste of Green Tea.
The Blood Orange was by far my favorite. I think it had the best full taste. It was everything that was advertised and my taste buds experienced the full spectrum of flavors.
The Apple is actually the one I thought I would enjoy the most. I am an avid apple juice/cider lover and thought this would be a delightful treat. Upon smelling its aroma I was even more excited, as my sense of smell was treated with a delightfully sweet apple aroma. It then poured into the glass with a foam like head that you see from a beer. And then as I took my first sizable drink...complete and utter disappointment. Everything that I had expected up until that point didnt culminate into taste. Its not that its bad, and I would rate it as OK. Would I buy it...well...if they didnt have the Blood Orange, and I really wanted something other than soda, juice or water, then definitely. Some of the other people I have talked to liked it, and about half of the people at the agency I work had it as their first choice.
Along with BEO*, another new product was being launched under the Jacobsen brand. It was a new Ale called Velvet. I didnt really get many of the specifics on how it was made due to the entire presentation being in Danish, but it uses some of the same processes as champagne. Its not a typical Ale thats for sure. It has a sort of sweeter taste but it really only comes in at the end. You dont feel overwhelmed or like you are about to get a sugar high. It really goes down very smooth and doesnt leave you with a bitter after taste. For anyone who doesnt like normal beers, then this is probably your best bet for ever being able to possibly enjoy one. The brew master said that its good for a hot summer day or a pre-meal beer with appetizers, and I would completely agree. I drank a couple of glasses of it on a warm night when my room still contained the lingering heat of the afternoon sun. It was refreshing and quite satisfying.
The last element of the night was a 4 course meal by the Carlsberg head chef Marco Sganzerla. He has quite an impressive resume and has worked at many Michelin star restaurants. Most of the food was meant to be complimented with the Velvet Ale but there were also some snack type appetizers that were meant for BEO*. Most the food was in form of raw seafood which isnt really my favorite, but I managed to eat it all and really enjoyed one of the dishes. It was small baby shrimp in a rhubarb sauce. I tell you what, I could have eaten those all day long. It was such a unique taste that my mouth hadnt ever experienced before and I was craving more.
For the BEO* there were crab cakes, seasoned almonds and a sort of chocolate desert that catered to bringing out the taste of BEO*. The almonds were really good. I have the recipe and I am going to attempt to make them one night soon.
Overall it was an awesome experience. I felt privileged for being invited and enjoyed the evening. The Carlsberg Museum is a beautiful place and would love to be able to go back again.
