Lars Ulrich Becomes Face of Carlsberg Beer in Denmark

artist: Lars Ulrich date: 04/30/2014 category: entertainment

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Lars Ulrich Becomes Face of Carlsberg Beer in Denmark
Metallica drummer Lars Ulrich has been selected by Danish brewer Carlsberg to design a beer bottle as part of the company's Stand Out Collection,  Blabbermouth is reporting.

Ulrich is one of six people chosen, and his design features a photograph of the drummer taken by renowned rock photographer Ross Halfin.

Carlsberg brand manager Rasmus Bendtsen had the following to say about Ulrich's collaboration with the brewery:

"Lars is the epitome of 'f--k Janteloven' mantra [referring to "The Law of Jante," a pattern of group behavior towards individuals within Scandinavian communities which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate] and he 100% lives up to the message that is the whole idea behind the 'Stand Out Collection'. Lars even suggested that we change the name of 'Carlsberg' to 'Larsberg'. He is a great partner."

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