Recently, Carlsberg has launched an interesting project by introducing the world's smallest beer bottle, which is only 12 millimeters tall, roughly the size of a grain of rice, and contains just 0.05 milliliters of beer. Upon closer inspection, you'll notice that the beer inside is not your ordinary beer, but alcohol-free, specially brewed at Carlsberg's experimental brewery in Falkenberg, Sweden.
They said that they would compensate for the small quantity with a "rich taste". Although you can't actually drink it, this idea is quite considerate. It doesn't delay the conveyance of the concept, and it won't let people consume alcohol.
The production of this small bottle is not that simple either. The glass bottle was made by the Swedish company Glaskomponent, which specializes in laboratory glassware and has experience in dealing with microcontainers.
The bottle caps and labels required more effort, so we enlisted Swedish miniaturist Osa Strand to handle it. She had previously created miniature props for dollhouses, but this time was different. There were no existing techniques for labeling 12mm bottles and attaching detachable caps. Osa said it was all about precise operation and patience. I thought this job would require squinting and picking at every detail, which is indeed meticulous.
However, the core of this easy-open-end can beer is not "drinking", but conveying ideas. Carlsberg said that it aims to advocate for more responsible and moderate drinking. Casper Danielson, the communication director of the Swedish branch, also said that this is "the most restrained idea ever".
Nowadays, many people tend to think of "having a quick drink" before heading home. Harsh preaching is not appreciated. Carlsberg uses such a cute little bottle as a reminder, which makes it easier for people to remember. This approach is indeed more effective than simply shouting slogans.
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