B&O PLAY & Mikkeller's Beer Infused with Music
Ever wondered about how music might affect the brewing process of beer? Well, we did. Find out how we set out on a (sort of) scientific mission of discovery with Danish craft brewer Mikkeller.
A beer is probably not what you would expect as the next product to come out of B&O PLAY. Nonetheless, in an effort to further connect with its audience, B&O PLAY has teamed up with one of the world’s most innovative and highly respected craft breweries Mikkeller to create Beobrew - a beer that is infused with music.
To infuse the beer, Mikkeller lowered a Beoplay A1 speaker into the fermenting tank and cranked up the volume during the two-week conditioning process. More specifically, Mikkeller Head Brewer Kyle Wolak says:
“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 that have been sourced from Yakima Valley, which is located in the Pacific Northwest of the United States. Capping things off, Beobrew is presented in an amber glass bottle with an eye-popping hand drawn label by the 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 the taste, B&O PLAY and Mikkeller 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. Listen to a mix here.
Price and availability
Beobrew will be rolled out to Mikkeller bars in Denmark, Sweden, Germany, Spain, and the US as well as Ace Hotel in New York and LA during summer. If you are not near of these locations, you can order Beobrew to your doorstep at mikkeller.dk today.