(…)Everything about the Mikkeller brand is deeply-rooted in a distinct appreciation of bold designs and tastes. “Beer as a starting point is not something perceived as particularly cool,” said Bjergsø. “It’s got a history as a proletarian drink, but also something which is a bit for old men.” Instead, he made it cool, from the label’s character-driven artwork, created by US artist Keith Shore, to their Copenhagen bars, which have a savvy synergy of brewing eclecticism and Scandinavian aesthetics: bright green floors, wood paneling on the bars, white-washed walls, and black tap handles kept in a uniform design. Bjergsø said they wanted to create something which wasn’t just a classic beer joint. “They are always dark and full of men and rock music. We are trying to steer away from that. It has to be light, welcoming, and a bit feminine.”(…)
Mikkeller Beer’s Founder Sets His Sight on Food | MUNCHIES
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