For its lat­est prod­uct, Bang & Olufsen’s B&O Play brand has re­ally been think­ing out­side the box (or car­ton).

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The com­pany has de­vel­oped Beo­brew beer in a part­ner­ship with Dan­ish brew­ery Mikkeller. As part of the brew­ing process for Beo­brew, a Beo­play A1 speaker is low­ered into the fer­ment­ing tank dur­ing a two-week con­di­tion­ing process.

“By play­ing mu­sic in the fer­ment­ing tank, we are adding a fifth in­gre­di­ent that takes the beer to a new level,” Mikkeller’s head brewer Kyle Wo­lak said.

Dan­ish mu­sic cu­ra­tor Le Gam­meltoft se­lected a playlist of mu­sic from Dan­ish mu­si­cians in­clud­ing Balvig, KIKOS, Louis Petri, Moody and Oc­to­ber Dance.

“As the mu­sic plays, it pumps out a unique pat­tern of vi­bra­tions that as­sists the yeast dur­ing fer­men­ta­tion and en­cour­ages the yeast to pro­duce more flavour­ful es­ters that it would have with­out the pres­ence of mu­sic,” Wo­lak added.

Beo­brew is a 6.8% Amer­i­can style IPA with a “bright and aro­matic taste with cit­rus fruit and flo­ral notes” ac­cord­ing to B&O Play.

Mikkeller bars in Den­mark, Swe­den, Ger­many, Spain, and the US, along with Ace Ho­tel in New York and LA, will be­ing stock­ing Beo­brew in the North­ern Hemi­sphere sum­mer. The beer can also be or­dered from

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