A beer is probably not what you would expect as the next product to come out of B&O PLAY, the playful sister to world-renowned high-performance loudspeaker brand Bang & Olufsen. But in an effort to further connect with its audience of urban creative music lovers, while still respecting the tradition of craftsmanship and innovation, B&O PLAY has teamed up with one of the world’s most innovative and highly respected breweries Mikkeller to create Beobrew – a beer that is infused with music.
To infuse the beer, Mikkeller has lowered a Beoplay A1 speaker into the fermenting tank and cranked up the volume during the two-week conditioning process. Head Brewer Kyle Wolak explains:
“By playing music in the fermenting tank, we are adding a fifth ingredient that takes the beer to a new level. As the music plays, it pumps out a unique pattern of vibrations that assists the yeast during fermentation and encourages the yeast to produce more flavourful esters that it would have without the presence of music.”
The result is a refreshing 6.8% American style IPA beer that boasts a bright and aromatic taste with citrus fruit and floral notes. The beautiful flavour is not only attributed to the music, but also the delicate Simcoe and Centennial hops sourced from Yakima Valley, which is located in the Pacific Northwest of the United States. To cap things off, Beobrew is presented in an amber glass bottle with an eye-popping hand drawn label by Philadelphia based designer Keith Shore, reflecting the craftsmanship of the beer itself and also including the artists that have contributed to the taste.
Infused With Homegrown Talent
To tailor the music to taste, B&O PLAY and Mikkeller have worked closely with Danish music curator Le Gammeltoft from Heartbeats to hand-pick a selection of Danish talent for the beer. This includes Balvig, KIKOS, Louis Petri, Moody and October Dance. For the full-on sensory experience and to experience the emerging Danish music scene, you can listen to the music that Beobrew is infused with on www.beoplay.com/beobrew
Price And Availability
Beobrew will be rolled out to Mikkeller bars in Denmark, Sweden, Germany, Spain, and the US during summer for a recommended retail price of 70 DKK. If you are not near of these locations, you can order Beobrew to your doorstep at www.mikkeller.dk today.