You may know of Bang & Olufsen because of their audio products, in particular, their B&O Play brand.

But that might not be all that you know them for soon as today B&O unveiled their own beer, yes beer…

The company unveiled it today as Beobrew IPA, which was brewed in partnership with the Danish-based microbrewery Mikkeller in a unique way. They lower the Beoplay A1 speaker into the beer during fermenting.

Once lowered, they play music through the speaker at high volumes during their two-week conditioning process, which they say will create vibrations that force the yeast into producing more flavour according to the brewery.

Kyle Wolak, the head brewer at Mikkeller explained more with the following:

“By playing music in the fermenting tank, we are adding a fifth ingredient that takes the beer to a new level. 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 than it would have without the presence of music.”

Here’s the proof:

You can pick up this new B&O Play beer from Mikkeller’s website in Europe soon, which you can do at the source link below.

And no, this isn’t an April Fool’s joke.

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