Bang & Olufsen + Mikkeller + music = Beobrew

We know that microbes in sewage plants work more effectively when blasted with Mozart’s music. But does music do wonders for yeast cells too? Embarking on a sort of school science project, the Danish producer of high-end consumer electronics Bang & Olufsen (B&O) teamed up with fellow Danish brewer Mikkeller to create Beobrew – a beer that is infused with music.

As B&O reports, Mikkeller’s brewers lowered a Beoplay A1 speaker into a tank and cranked up the volume during the two-week conditioning process.

The result is a refreshing 6.8 percent ABV American style IPA beer that boasts a bright and aromatic taste with citrus fruit and floral notes.

To tailor the music to the taste, B&O and Mikkeller worked closely with Danish music curator Le Gammeltoft from Heartbeats to hand-pick a selection of Danish talent for the beer.

If anything, it’s yet another great marketing stint for Mikkeller. Beobrew will be rolled out in Mikkeller bars in Denmark, Sweden, Germany, Spain, and the US as well as Ace Hotel in New York and Los Angeles during summer.