Carlsberg · 2013
Brewing innovation: crafting Beertails with Carlsberg
A beertail recipe programme developed with Carlsberg in 2013, tailored to different segments of the Danish hotel and restaurant industry.
Client
Carlsberg
Category
Brand activation · Drink development
Market
Denmark
Year
2013
Services
Cocktail development · Brand activation
Challenge
Infuse Carlsberg's beers with a cocktail twist and create a beverage category that would work from local cafés to high-end cocktail bars — elevating the beer experience by merging tradition with modern mixology.
Approach
A holistic approach across segments: simple yet sophisticated beertails for cafés using common ingredients, and more complex recipes with exotic ingredients and intricate preparation for high-end bars.
Delivery
A full recipe range plus a series of cocktail videos published on the cocktail and video channel, serving as both instruction and inspiration for bartenders.
Outcome
Beertails are today an established part of Denmark's hospitality sector, and the work contributed to a wider appreciation of beer's versatility in mixology.
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