Skål Denmark! Skål Mikkeller!

The last visit of this fantastic business journey in Scandinavia, and probably the most expected visit for many members of our group was to Mikkeller, a microbrewery founded in 2006 in Copenhagen, Denmark by Mikkel Borg Bjergsø. He was a high school teacher whose passion and dedication for brewing his beer recipes led him to establish a small brewing company. Today the company exports its micro-brewed beer to more than forty countries, and it is recognized as one of the most innovative brewers worldwide.

Christopher Toia, national sales manager, welcomed and introduced us to the world of Mikkeller. He explained how the company has evolved since its beginnings when they made their first official appearance at the Copenhagen Beer Festival, where they promoted only eight different beers. Their beers’ unique taste garnered fame, and this contributed to the expansion of the company. Their innovative spirit has led them to create about 800 beers with unique flavors and a wide variety of styles. Although I have to acknowledge I am not a big fan of beer, I could not resist trying one of Mikkeller latest alcohol-free beers. I was impressed by the delicious passion fruit aroma I smelled as soon as Christopher poured the beer on my glass. It quickly caught my attention, and when I had my first sip, I could taste the malt, but I got pleasantly surprised by the after taste, pure passion fruit flavor.

They have been very creative not only in the development of their beers but also in their marketing strategies. Toia shared with us how Mikkel with the only purpose of losing weight and still being able to drink beer he started to run. They invited more people to join what they called the Mikkeller Running Club (MRC) and offered to get beer for those showing up. Can a beer lover resist to that? The more of twelve thousand members in the 180 chapters of the MRC around the world will happily answer that. He also mentioned they have been actively participating in different national and international festivals and events that have helped them to promote their products — Skål to that!

Christopher Toia, National Sales Manager