The Screams of Liverpool Soccer Fans Helped to 'Grow' the Hops for This Carlsberg Beer

Brand Grew Hops Subjected to Fans' Roars for Six Months

By Alexandra Jardine. Published on Sep 28, 2017

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Carlsberg its marking its 25-year association with Premier League soccer club Liverpool FC by creating a beer that it claims is infused with the sounds and "energies" of the club and its fans.

According to the brand and its agency, CP+B Copenhagen, research shows that plants are affected by not just light, but also sound, vibrations and other energies. So, using large-scale LCD screens in a custom greenhouse, scientists grew hop plants from seed to five-meters-tall while immersed in Liverpool FC matches from the past 25 years, along with sound of screaming fans 24 hours a day for six months. The hops were also visited by Liverpool FC manager Jurgen Klopp, and famous players Robbie Fowler and Steve McManaman.

The resulting special edition beer will be sampled in special pubs and at the club's match against Hudderfield Town on October 28.

While it might sound like a gimmick, we reckon it'll probably appeal to Liverpool fans. The concept in fact reminds us somewhat of Tostitos' recent campaign for NFL fans that shows how team traditions went into the making of each branded bag. That, of course, was just the packaging, and this is the taste of the product itself -- so if there is something in it, the possibilities for brands wanting to appeal to sports fans in a personalized way could be huge.

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Sep 28, 2017
CP&B Copenhagen
Creative Director:
Kristoffer Gandsager
Creative Director:
James Godfrey
Project Manager:
Sofia Brockenhuus-Schack
Mathias Birkvad
Lasse Martinussen
Executive Producer:
Mette Jermiin
Casper Rasmussen
Production Manager:
Ditte Odgaard Glass
Director, Photography:
Laust Trier Mørk
Michael Sørensen
Jacob Østergaard
Post Production Creative Director:
Jonas Dren
Executive Producer:
Camilla Strandgård
Hannibal Lang
Lead CG:
Jonas Dren
Sound Design:
Kevin Koch
Simon Borch

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