# Encapsulated Beer Pearls Carlsberg is Sharing 'Beer Caviar' This Year During the World Cup By Laura McQuarrie | Published 2018-06-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/beer-caviar References: [prexamples](https://www.prexamples.com/2018/06/carlsberg-creates-beer-caviar-for-the-world-cup-in-russia/) For the 21st installment of the FIFA World Cup that is being held in Russia this year, world-famous Danish beer brand [Carlsberg](https://www.trendhunter.com/trends/worlds-smallest-beer)—and the sponsor of the Danish national team—created 'Beer Caviar.' The unique "caviar" was created by the brand with help from chef Umut Ra Sakarya, which involved a complex molecular gastronomy process to encapsulate beer in [tiny edible pearls](https://www.trendhunter.com/trends/kultee-kaviar). The finished product is virtually indistinguishable from real caviar, which can be found in a yellow color. At select Danish World Cup match events, Carlsberg is sharing its unconventional Beer Caviar with World Cup fans to provide a unique twist on a Russian delicacy. In the same way that the luxury food product is conventionally packaged in tins, Carlsberg created branded tins filled with the golden beer-filled pearls. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 38% | Activity: 80% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Edible Caviar:** The trend towards molecular gastronomy and edible food products will open up new opportunities for beverage companies to create unique product extensions. - **Luxury Packaging:** The use of unconventional packaging designs, such as branded tins and other unique formats, can create a more premium perception for products in the food and beverage industry. - **Innovative Flavors:** Developing unique flavor profiles and product formulas can offer a competitive advantage for companies looking to differentiate themselves in the crowded and competitive beverage industry. ### Who This Affects Most - **Alcoholic Beverages:** The use of molecular gastronomy and unique packaging designs can create new product development opportunities for beer and spirit companies looking to appeal to adventurous consumers. - **Luxury Food and Beverage:** The creation of unique, high-end food and beverage products, such as edible caviar pearls, can capitalize on the trend towards premium and artisanal food offerings. - **Sporting Events:** Brands sponsoring large-scale sporting events, like Carlsberg at the World Cup, can leverage unique product offerings and packaging formats to create memorable experiences for consumers and drive brand loyalty. ## Related on Trend Hunter - [Miniature Beer Bottles](https://www.trendhunter.com/trends/worlds-smallest-beer.md) - [Collaboration Football Beer Branding](https://www.trendhunter.com/trends/carling-emirates-fa-cup.md) - [Beer-Flavored Ice Pops](https://www.trendhunter.com/trends/coors-light-coorsicles.md) - [Collaboration Beer-Made Appetizers](https://www.trendhunter.com/trends/budweiser-beer-battered-cheddar-cheese-curds.md) - [Star-Shaped Ice Cubes](https://www.trendhunter.com/trends/star-shaped-ice-cubes.md) - [Bio-Based Beer Bottles](https://www.trendhunter.com/trends/carlsberg-fibre-bottle.md) - [Star-Shaped Beer Ice Cubes](https://www.trendhunter.com/trends/beer-ice-cube.md) - [Fast-Food Caviar Kits](https://www.trendhunter.com/trends/mcnugget-caviar-kit.md) - [Edible Popping Pearls](https://www.trendhunter.com/trends/kultee-kaviar.md)