"Ironic is the fact that the more interested I get in beer, the less I drink of it. In my younger days I drank a lot, but was not ready to learn about good and great beer."
Are you a new reader, then 2008 Dkr for a Carlsberg (Approx. $400)
My initial reaction: "You must be joking right?". A Carlsberg that is $400 a bottle. The beer is the new Carlsberg Vintage No. 1, and according the Calsberg it is probably the world's best and most expensive.
They are charging about $400 for a single bottle of less than a pint, 37,5 centilitre to be more exact. Brewmaster Jens Eiken says that there is only 600 bottles made and most og them will be sold through three of Copenhagen's most exclusive restaurants (Noma and Prémisse).
Jens Eiken said the beer, which weighs in at about 10,5% alcohol by volume, and is stored in Swedish French oak casks in a special place about 50 feet below Carlsberg's old brewery. I have been to the special place 50 feet below Calsberg - you would not believe the treasures stored down there. Now this new one seems to join the collection.
Tha plan is that consumers won't be returning the empties for a deposit as it is custom here in Denmark. Each bottle has a hand-stencilled label by a well-known artist. The empties are said to be worth about $100 each. Despite the hype, the beer seems to be less popular than anticipated. According to Børsen not a single one have been purchased at the restaurants.
With the missing sale at the restaurants in mind, I could conclude that we have missed our aim. I am sorry that we haven't been able to sell any, but we are not giving up. If we only can target the trend setters and celebrities in these restaurants, we will be able to alter the existing attitude towards beer.
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