I’m not sure this is the type of alcohol innovation that I’m interested in.
Seems like nowadays, everything and everyone is trying to go smaller. Snack sized candies, “mini” dog breeds, health conscious “lite bites.” I’m sorry… but whatever happened to the saying “Go big or go home?” That’s the phrase I live my life by, so it shouldn’t come as a surprise that this latest move by Carlsberg beer is rubbing me the wrong way.
In case you’ve never heard of Carlsberg, they are a multinational brewer based out of Copenhagen, Denmark. They have been making fine brews since 1847, and the company just announced earlier this week that they’ve made their smallest beer yet:
“For 150 years, Carlsberg has led groundbreaking innovation and research. Now, the company takes a new and unique step in collaboration with the research institute RISE, the company Glaskomponent, and a miniature artist, by presenting an extraordinarily small innovation: the world’s smallest beer.
The aim is that the beer’s moderate size and non-alcoholic content will inspire people to drink in a more responsible and moderate way. In relation to the launch Carlsberg are also challenging students to create an even smaller beer.”
A tiny beer that’s non-alcoholic, eh?
Some beer drinkers might be asking what the point of that is (I know I am). Admittedly, it’s impressive that they were able to create that small of a bottle with that much detail and that little non-alcoholic beer inside. It looks like a beer that Ant-Man would crack open in a Marvel movie.
But the interesting thing here is that Carlsberg created this mini-beer to actually encourage beer drinkers out there to drink less.
The Head of Communications at Carlsberg Sweden, Casper Danielsson, says that the beer is meant to inspire and make those that drink brews pause for reflection. Here’s what he had to say about the company’s move to create the world’s smallest beer:
“To promote responsible drinking, we present our most moderate idea ever. The world’s smallest beer holds only one-twentieth of a milliliter and is so small that it’s easy to miss. But the message is much bigger: we want to remind people of the importance of drinking responsibly.
Some might think the bottle doesn’t exist, or that the images are AI-generated. But it’s actually the product of craftsmanship, innovation and a close collaboration between us and several experts.”
Alright… obviously I can’t be that upset by a company trying to promote safe and responsible drinking.
Now that I’ve got that concession out of the way… this is a safe space, right? Because I’d be more interested in the LARGEST BEER in the world. Right fellas (and ladies)? Sure, a microscopic beer is fun to look at and admire. However, a colossal beer could feed families and friend groups.
Carlsberg, if you are reading this, let us all know when you do a complete 180 and release the “BIG OL’ BEER” that promotes kicking back, having fun, and downing cold ones… and props to you for creating the world’s smallest beer.
