In the dynamic world of mixology, the fusion of beer and cocktails – popularly known as ‘beertails’ – has been a game-changer. My unique journey with Carlsberg in 2013 stands as a testament to this innovative blend. I was brought on board to develop an array of beertail recipes, each tailored to diverse segments of […]
In the dynamic world of mixology, the fusion of beer and cocktails – popularly known as ‘beertails’ – has been a game-changer. My unique journey with Carlsberg in 2013 stands as a testament to this innovative blend. I was brought on board to develop an array of beertail recipes, each tailored to diverse segments of the Danish hotel and restaurant industry.
The Challenge and Vision:
The challenge was exhilarating: to infuse Carlsberg’s iconic beers with a cocktail twist, creating a new beverage category that would appeal to a wide range of tastes and settings, from local cafes to high-end cocktail bars. The vision was clear – to elevate the beer experience, merging tradition with modern mixology.
Recipe Development and Diversity:
Our approach was holistic. We didn’t just create recipes; we created experiences. For the local café, we crafted beertails that were simple yet sophisticated, blending Carlsberg’s beers with common ingredients. For high-end bars, the recipes were more complex, introducing exotic ingredients and intricate preparation methods. This versatility not only showcased Carlsberg’s adaptability but also catered to the unique vibe of each establishment.
Visual Storytelling Through Cocktail Videos:
Recognizing the power of visual appeal in mixology, we also produced a series of cocktail videos. These were not just instructional but an embodiment of the art and elegance of beertail making. Hosted on our cocktail and video channel, these videos served as a guide and inspiration for bartenders and enthusiasts alike. Here are a few glimpses of our work:
- Classic Beertail Creations
- Innovative Mixes for Modern Palates
- The Art of Beertail Crafting
- Elevating Beer to New Heights
- Beertail Revolution in Danish Bars
Impact and Legacy:
This project with Carlsberg was more than just creating a new drink category; it was about setting a trend. Today, beertails are not just a novelty but a mainstay in Denmark’s hospitality sector. Our work paved the way for a deeper appreciation of beer’s versatility and the endless possibilities in mixology.
Collaborating with Carlsberg on this pioneering venture was a milestone in my career. It highlighted the importance of innovation, adaptability, and the art of storytelling through beverages. As the trend of beertails continues to grow, I am proud to have played a part in its inception and popularization.