IKEA Launches a House Beer Brand

The mecca of contemporary, modular Swedish furniture and meatballs is adding a dark lager to its product line. Yup, IKEA  has officially launched a new beer called Öl Mörk Lager, that checks in at 4.7% ABV. 

This beer is only available for purchase in stores located in the UK for roughly $3. Brauerei Nemo Namenlos, based in Germany, is the brewer cranking these out pre-assembled beers.

Hope it goes well with the meatballs, because I can’t imagine why anyone would buy this? Is it an impulse thing?

Like: “Crap! I just remembered I need some beer to go along with the assembling of the new Malm bookcase I bought.” So you pick up a few bottles on the way out. Or, is this more something you would buy when having lunch at IKEA because you’re ridiculously famished and stressed out after not being able to figure out how the hell to exit the store for six hours?

So many questions. [via beerstreetjournal]

Comments on this entry are closed.