During the Nordic Food Feed Conference I attended several months ago, we went to the Carlsberg Museum for a presentation by Morten Ibsen, the head brewer of Jacobsen, an upscale brand of specialty beers from Carlsberg.
But having a Master of Science isn’t what led to Ibsen developing one of Jacobsen’s most well received specialty beers. Having a baby– more specifically, having a baby in a Nordic country – did.
A few years ago it was noted that fewer than 20% of Danish women drink beer, and the numbers were steadily declining.
Carlsberg set out to reverse this trend, and not only increase the number of women beer drinkers, but to make beer the drink of choice at the dinner table, which they realized couldn’t be done unless women were drinking beer.
In an attempt to bring women into the beer drinking fold, the company focused on two things: creating beers that women would find more appealing, namely beers that were less bitter and smooth, and showing women how to pair beer with food.
Jacobsen Velvet was one of the beers created to change women’s minds about beer. Ibsen was inspired to craft this beer in 2007 while on paternity leave with his daughter. Did you get that? PATERNITY LEAVE.
Ibsen was able to take time from his job for a few weeks – with pay- to bond with his newborn daughter, as men, heck, as women, in Nordic countries are allowed and encouraged to do. The result? Inspiration, innovation, and ultimately, revenue for Carlsberg.
As he bonded with his baby, the thought came to Ibsen that a beer that was smooth like his daughter’s skin and velvety would be the kind of beer to attract women. The beer should also be light, like a Nordic summer.
While I am not a beer drinker, after hearing how Jacobsen Velvet was “conceived”, I was all, “yeah, I’ll have one of those”. I’m a marketers
sucker dream, I know.
Other notable characteristics of Jacobsen Velvet are no bitter aftertaste because the hops are added late in the process; you can taste hints of passion fruit and citrus in the beer and it’s sparkling, with a hint of acidity, thanks to the champagne yeast.
After the presentation, we were treated to a culinary lunch put together by Chef Marco Sganzeria using beer as both an ingredient and as a pairing with food. Following the New Nordic Cuisine principals, Chef Sganzeria’s menu was comprised of fresh, local and seasonal ingredients, including celeriac, carrots, beets, potatoes, pork and fish.
Though it was interesting to experiment with the different beers and see how they matched with food, I have to admit, I was not converted. As smooth and light and sparkly as the Jacobsen Velvet was, it won’t be at my dinner table.
It might, however, show up on the table outside, paired with food cooked on the grill, as I imagine a light, Nordic summer.