Ikea uncaps new beer: no assembly required
Published: 19 Jul 12 14:11 CET | Print version
Online: http://www.thelocal.se/42120/20120719/
Swedish furniture giant Ikea has released a new addition to its global product range - light and dark own-brand beer - though shoppers in Sweden will have to wait before they can have a taste due to the country's liquor laws.
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“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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(some assembly required)