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Ikea uncaps new beer: no assembly required

Ikea uncaps new beer: no assembly required

Published: 19 Jul 2012 14:11 GMT+02:00

The beer is currently on sale in the UK Ikea outlets and is set for a worldwide realease in July and August.

“The types we offer in our Swedish Food Market will reflect and support Swedish food culture,” said Ivana Flygar, spokesperson for Ikea Sweden, to media trade publication Resumé.

“We have looked at what Swedes eat at midsummer celebrations and at the Christmas table, among other things, and we offer this now as a part of the Ikea range.”

Ikea’s “Swedish Food Market” began in 2006 and has developed ever since, known to many worldwide for their iconic Swedish meatballs.

The beer on offer is available in both light and dark and is called “Ikea Öl Ljus lager” and “Ikea Ök Mörk Lager”.

The alcohol content matches that of strong ale.

Flygar explained the worldwide launch will involve every country where Ikea stores are located, adding however that customers will not be able to purchase the beer in Swedish Ikeas to take home.

“All these countries that want to market it will be able to do so with the exception of those countries that have legal alcohol restrictions,” she told the publication.

“This includes Sweden. We want to be able to sell at our Ikea restaurants and we are investigating this possibility now."

In Sweden, alcohol can only be purchased at licensed bars, restaurants, and the state-run alcohol chain Systembolaget.

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Your comments about this article

16:42 July 19, 2012 by Twiceshy
Do you have to add your own hops?

... I know, cheap joke but it had to be made.
20:40 July 19, 2012 by tadchem
An American folk artist once built an entire village from empty bottles:

http://www.vanace.com/BV/index.htm

(some assembly required)
04:24 July 20, 2012 by HenryPollard
So having last year replaced real Swedish brands with cheap generic crap made in Poland in its food market, IKEA is now doing the same with its bevvy. Yuck!
23:32 July 20, 2012 by Michael Whitfield
I wonder what brewery in Sweden provides beer for the IKEA label. I know that Swedish beers are not exported to USA. It's unfortunate because they are actually very tasty. Will IKEA provide their beers in their USA stores?
17:34 July 21, 2012 by 007
i doubt IKEA beer is brewed in sweden. i'd guess it's brewed wherever they were able to secure the lowest price for the right product.
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