China
January-25th-2008, 03:05 PM
Carlsberg Will Sell $400 Beer, World's Most Expensive (http://www.bloomberg.com/apps/news?pid=20601086&sid=aLgjiajvJiH4)
Jan. 25 (Bloomberg) -- Carlsberg A/S ads say it's ``probably the best beer in the world.'' At $400 a bottle, it's now the most expensive.
The brewer, Scandinavia's biggest, introduced a beer today that costs 2,008 Danish kroner ($396.47), the price being based on the year of its introduction. The Vintage No. 1 brew will be sold at three Copenhagen restaurants, including Noma, a holder of two Michelin stars and the world's 15th-best restaurant in 2007, according to S.Pellegrino.
The product, costing 357 times more than Carlsberg's main Danish lager brand, has been developed to challenge luxury wines in the gourmet restaurant market and capitalize on rising individual wealth. Denmark, a country of 5.4 million, has 16 dollar billionaires, according to a list published this month by Berlingske Nyhedsmagasin magazine. The number of billionaires worldwide rose 21 percent last year to 946, Forbes magazine said.
``We can feel that there's an increasing market for this type of product, as some of our customers order extremely expensive wines without blinking an eye,'' Lau Richter, restaurant chief at the Noma restaurant, said today by phone. ``Ten years ago, it was a rare event selling a 1,000 kroner bottle of wine at a Danish restaurant, now we do it every day.''
Carlsberg has produced 600 bottles of the 10.5 percent proof beer, each of 37.5 centiliters (0.8 pint). Another version costing 2,009 kroner will be introduced next year and one for 2,010 kroner the year after, the company said today in an e-mail.
Click on the link for the full article
Jan. 25 (Bloomberg) -- Carlsberg A/S ads say it's ``probably the best beer in the world.'' At $400 a bottle, it's now the most expensive.
The brewer, Scandinavia's biggest, introduced a beer today that costs 2,008 Danish kroner ($396.47), the price being based on the year of its introduction. The Vintage No. 1 brew will be sold at three Copenhagen restaurants, including Noma, a holder of two Michelin stars and the world's 15th-best restaurant in 2007, according to S.Pellegrino.
The product, costing 357 times more than Carlsberg's main Danish lager brand, has been developed to challenge luxury wines in the gourmet restaurant market and capitalize on rising individual wealth. Denmark, a country of 5.4 million, has 16 dollar billionaires, according to a list published this month by Berlingske Nyhedsmagasin magazine. The number of billionaires worldwide rose 21 percent last year to 946, Forbes magazine said.
``We can feel that there's an increasing market for this type of product, as some of our customers order extremely expensive wines without blinking an eye,'' Lau Richter, restaurant chief at the Noma restaurant, said today by phone. ``Ten years ago, it was a rare event selling a 1,000 kroner bottle of wine at a Danish restaurant, now we do it every day.''
Carlsberg has produced 600 bottles of the 10.5 percent proof beer, each of 37.5 centiliters (0.8 pint). Another version costing 2,009 kroner will be introduced next year and one for 2,010 kroner the year after, the company said today in an e-mail.
Click on the link for the full article