"To improve standards of beer writing and extend the public knowledge of beer."
You are here: Home/Industry News/ IF CARLSBERG DID CHOCOLATE BARS – BEER BRAND CREATES POP-UP BAR MADE FROM REAL CHOCOLATE!
IF CARLSBERG DID CHOCOLATE BARS – BEER BRAND CREATES POP-UP BAR MADE FROM REAL CHOCOLATE!
23rd March 2016: Carlsberg today revealed its biggest idea yet – a pop-up bar in London made entirely from chocolate. The pop-up, entitled If Carlsberg Did Chocolate Bars, appeared as a giant bar of chocolate affixed to the wall of the Truman Brewery in Shoreditch this morning.
At 12pm today Carlsberg unwrapped the foil on the front of the bar to unveil a fully functioning, three-metre-deep pop-up bar, which was specially commissioned ahead of the Easter bank holiday weekend.
The bar, measuring five metres wide by two metres high, contains intricate chocolate features that you’d expect to see in a traditional British pub.
Highlights included a handcrafted chocolate dartboard, carefully constructed chocolate bar stools and a bespoke chocolate television screen, showcasing one of England’s greatest World Cup moments.
Members of the public were invited to help themselves to a complimentary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass.
Dharmesh Rana, Senior Brand Manager at Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different. We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be.
“We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we’ve done just that.”
Chocolate sculptor and food artist Prudence Staite, whose work includes a life size replica of Winston Churchill made entirely out of bread, worked with the brand to design the bar, with production taking a total of three months.
In total, nearly half a tonne of chocolate was required to construct the bar, and, naturally, it was entirely edible.
If Carlsberg Did Chocolate Bars is the latest in the If Carlsberg Did series and follows on from a beer-dispensing poster last year and a pimped-out shopping trolley which appeared in ASDA Clapham Junction in January.
Last orders (rung from a hand-crafted chocolate bell) are at 5pm today (March 23rd) and the bar can be found at the following address:
The Old Truman Brewery
For any media enquiries and information requests including interviews, features, events and photography, please contact:
Carlsberg UK is aiming to be the best beer and beverage business in the UK. It employs 1,800 people and boasts household name brands including Carlsberg, Carlsberg Export, Poretti, Grimbergen, Tuborg and Somersby Cider, as well as having the UK brand license for San Miguel and Mahou. It offers world and craft beers through its Crafted range, local and regional ales through its Tapster’s Choice collection, and hundreds of wines and spirits through its Crown Cellars portfolio. Importantly, the company is engaged with society, which means it embraces its responsibilities and always strives to do the right thing.