The brewer, Scandinavia's biggest, introduced a beer today that costs 2,008 Danish kroner ($396.47), the price being based on the year of its introduction. The Vintage No. 1 brew will be sold at three Copenhagen restaurants, including Noma, a holder of two Michelin stars and the world's 15th-best restaurant in 2007, according to S.Pellegrino.
The product, costing 357 times more than Carlsberg's main Danish lager brand, has been developed to challenge luxury wines in the gourmet restaurant market and capitalize on rising individual wealth. Denmark, a country of 5.4 million, has 16 dollar billionaires, according to a list published this month by Berlingske Nyhedsmagasin magazine. The number of billionaires worldwide rose 21 percent last year to 946, Forbes magazine said.