UK: Carlsberg opens pop-up bar made entirely from chocolate for Easter | Progresiv
Carlsberg has set up a pop-up bar in London made entirely from chocolate for the Easter weekend. The pop-up – entitled If Carlsberg Did Chocolate Bars, in reference to the Danish beer maker’s existing marketing tagline – appeared as a giant bar of chocolate affixed to the wall of the Truman Brewery in London. Carlsberg later unwrapped the foil on the front of the bar to unveil a fully functioning, three metre-deep pop-up bar, which was specially commissioned ahead of the Easter bank holiday weekend. 
The bar, measuring five metres wide by two metres high, contains intricate chocolate features that you’d expect to see in a traditional British pub. Highlights include a handcrafted chocolate dartboard, carefully constructed chocolate bar stools and a bespoke chocolate television screen, showcasing one of England’s greatest World Cup moments.
Members of the public were invited to help themselves to a complementary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass.
Carlsberg’s tagline for the initiative shows that the brand has sought to redefine the phrase “chocolate bar” with the initiative.
Dharmesh Rana, senior brand manager of Carlsberg UK, said: “Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different. We knew that the British public love beer and chocolate, so we’re delighted to bring them together to create probably the best bar there could be”. In total, nearly half a tonne of chocolate was required to construct the bar. (www.foodbev.com)
