Music

What's high-end audio brand B&O brewing up now?

What's high-end audio brand B&...
B&O says that infusing Beobrew beer with music results in a tipple that's "bright and aromatic taste with citrus fruit and floral notes"
B&O says that infusing Beobrew beer with music results in a tipple that's "bright and aromatic taste with citrus fruit and floral notes"
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B&O says that the Beoplay A1 portable speaker pumping out tunes in the fermentation tank during processing leads to better flavored beer
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B&O says that the Beoplay A1 portable speaker pumping out tunes in the fermentation tank during processing leads to better flavored beer
B&O says that infusing Beobrew beer with music results in a tipple that's "bright and aromatic taste with citrus fruit and floral notes"
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B&O says that infusing Beobrew beer with music results in a tipple that's "bright and aromatic taste with citrus fruit and floral notes"
Though the project does have the hallmarks of a clever publicity stunt, B&O says that bottles of Beobrew are actually being made available to buy in Mikkeller bars or online from the craft brewer
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Though the project does have the hallmarks of a clever publicity stunt, B&O says that bottles of Beobrew are actually being made available to buy in Mikkeller bars or online from the craft brewer
The music playing on the iPod feeding the Beoplay A1 speaker inside the fermentation tank has been hand-picked by music curator Le Gammeltoft from Heartbeats
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The music playing on the iPod feeding the Beoplay A1 speaker inside the fermentation tank has been hand-picked by music curator Le Gammeltoft from Heartbeats
B&O says that bottles of Beobrew are actually being made available to buy in Mikkeller bars or online from the craft brewer
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B&O says that bottles of Beobrew are actually being made available to buy in Mikkeller bars or online from the craft brewer
B&O says that the music played at volume during the fermentation process results in a beer that's "bright and aromatic taste with citrus fruit and floral notes"
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B&O says that the music played at volume during the fermentation process results in a beer that's "bright and aromatic taste with citrus fruit and floral notes"
The music playing on the iPod feeding the Beoplay A1 speaker inside the fermentation tank has been hand-picked by music curator Le Gammeltoft from Heartbeats
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The music playing on the iPod feeding the Beoplay A1 speaker inside the fermentation tank has been hand-picked by music curator Le Gammeltoft from Heartbeats
The Beoplay A1 speaker is lowered into the fermentation tank and tunes pumped out at volume during the two-week conditioning process
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The Beoplay A1 speaker is lowered into the fermentation tank and tunes pumped out at volume during the two-week conditioning process
At the end of the rocking fermentation process, a 6.8 percent American style IPA beer is bottled in amber-colored glass, which sports a hand drawn label by artist Keith Shore
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At the end of the rocking fermentation process, a 6.8 percent American style IPA beer is bottled in amber-colored glass, which sports a hand drawn label by artist Keith Shore

Bang & Olufsen's Play division has come up with a tasty way to bring the brand closer to "urban creative music lovers." It's teamed up with Danish craft brewers Mikkeller to produce Beobrew, a bottled beer that's had music pumped into it during the fermentation process to, so B&O claims, improve the flavor.

The partnership says that the magic happens courtesy of a Beoplay A1 portable speaker cabled up to an iPod. The speaker is lowered into the fermentation tank and tunes pumped out at volume during the two-week conditioning process.

"By playing music in the fermenting tank, we are adding a fifth ingredient that takes the beer to a new level," said head brewer at Mikkeller Kyle Wolak. "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 flavorful esters than it would have without the presence of music."

Yeast rocking to music for improved flavor? Hmmm... we reckon that the blend of hops from the Pacific Northwest might have more to do with the beer's "bright and aromatic taste with citrus fruit and floral notes" than being "infused with music" hand-picked by music curator Le Gammeltoft from Heartbeats, but we'll obviously have to do a taste test before committing ourselves.

B&O says that the Beoplay A1 portable speaker pumping out tunes in the fermentation tank during processing leads to better flavored beer
B&O says that the Beoplay A1 portable speaker pumping out tunes in the fermentation tank during processing leads to better flavored beer

At the end of the rocking fermentation process, a 6.8 percent American style IPA beer is bottled in amber-colored glass, which sports a hand drawn label by artist Keith Shore.

Though the project does have the hallmarks of a clever publicity stunt, B&O says that bottles of Beobrew are actually being made available to buy at Mikkeller bars in Denmark, Sweden, Germany, Spain and the US – as well as Ace Hotels in New York and LA – or ordered online direct from the craft brewer.

Beobrew is introduced in the video below.

Source: Bang & Olufsen

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