Lars Ulrich Becomes Face of Carlsberg Beer in Denmark

Drummer suggests changing name of drink to Larsberg.

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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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44 comments sorted by best / new / date

    whatya.upto
    Lars sounds more articulate, less obnoxious, and more intelligent in danish. Probably because I can't understand a single word.
    Zerath
    I tried to understand it since I'm Swedish, but I gave up after the first minute :/
    sdbrown89
    the design on the bottle is awesome! shame i can't understand the ****ing video though!
    Pikka Bird
    Well, have you tried turning on the automatic captions? What part of "the same sheep oxen squinting their packet pumps did move discs a side note" don't you understand?
    Izzy-Sweet
    Heavy metal beers are slowly becoming my favourite form of merchandise that exists. Iron Maiden's Trooper beer, Motorhead's Bastards lager, etc. And now we have Larsberg!
    morbidguitar
    Theres a Justin Beiber beer that's just perfect to suit your tastes.
    Rimfrost
    Unfortunately Larsberg is just a standard Carlsberg in a fancy bottle, not particularily interesting (If you are used to Carlsberg atleast). The bottle is kind of cool though.
    Izzy-Sweet
    I know that. I was merely referring to the joke Lars made in the article. Still counts for me, lol.
    archangels
    "Lars even suggested that we change the name of 'Carlsberg' to 'Larsberg.'" Why am I not surprised?
    N7Crazy
    Actually you stumble into a translational loss there - When Lars says it in Danish, it has a subliminal joke-y understanding within it, sort of a lighthearted self-irony. When translated in written language to english however, it makes him sound pretentious, and dumb - And for once, it's not the latter by which he should be understood. Source: Am Danish - Our language is riddled with inside jokes/meanings that even we sometimes are not even aware of, since they're a natural part of our way of speaking.
    RiffsanBridges
    As a Dane, metal and rock enthusiast and beerdrinker(hellraiser) I have to say that this is kind of funny, and a good idea. His Danish is a bit funny though.
    jsp16
    You will hear trash cans getting pounded when you drink this.
    ryanh3643
    The video does have subtitles which you can turn on but they make **** all sense, it's like a live translation rather than pre recorded ones so it doesn't pick up on all the words said. Much rather just listen to it in danish tbh despite not speaking a word of it myself
    morbidguitar
    Does this beer get shittier with every batch too? Starts out tasting great but 20 years later its nothing but stale water with a hint of rot.
    psorgatz
    Too bad the beer is shit
    N7Crazy
    Eh, better than Heineken - I never understood why people would pay for it, when they can just place a few jugs around local lamp posts, and within a few weeks they'll have something of similar taste?
    Pikka Bird
    Heineken is... passable at least. It's pretty cheap here in Denmark and is often on a discount so it's alright for when you want something that's not too "full" for a long night of drinking. Budweiser, on the other hand... always hella expensive and tastes way more watered down than Heiny. "King of Beers" my ass. Carlsberg is decent.
    T4D
    there really Drunk or speaking a language I do not understand ????
    cotlodjimmy
    so i guess that after getting millions of people to love this beer they will change the taste to the exact opposite of what it was. or do you have to drink it slow and then watch yourself drink in fast forward like certain tracks were recorded at half speed. Is it gonna sue you if someone else buys a six pack and gives you one?