Beer brand Carlsberg has today announced an unusual move into the gourmet burger category, launching a new product dubbed ‘The Carlsburger’ into pubs and restaurants across the country.
After months of careful experimentation, the brand has teamed up with the renowned Copenhagen-based chef, Lars Poolif, to produce the gourmet offering, which contains beef from cattle bred in the Nørager region of Denmark.
Following in the tradition and techniques of Japanese ‘Wagyu’ beef, cattle are fed a diet of Carlsberg hops, washed down with two pints of Carlsberg lager daily.
Each cow is given a bespoke, bi-monthly Nordic massage to ensure their meat remains tender, resulting in a melt-in-the-mouth experience for food connoisseurs and delivering a product which the brand calls ‘Kobeer beef’.
Once the beef has been ground down into patties, traditional Danish rye bread buns are given a Carlsberg glaze and then married with Danish bacon and the popular Jarlsberg cheese to make these burgers the most in-demand and must-have, bespoke burgers in town.
Dharmesh Rana, Senior Brand Manager at Carlsberg UK, said: “The gourmet burger market is booming and we’ve kept a close eye on it in recent years, with a new burger restaurant seemingly opening on every corner.
“We’ve done grooming products, we’ve done shopping trollies, we’ve even done chocolate, but this April we wanted to deliver a product which was borne from genuine demand from our customers.
“We already produce probably the best lager in the world, and what better than creating probably the best burger in the world to accompany it?”
Just ask at your local pub or visit the Carlsberg website to see where you can sample ‘The Carlsburger’ this lunchtime.
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Categories: Alcoholic Beverages, Beerslbbonline.com, Fri, 01 Apr 2016 13:17:49 GMT