Icelandic Asia teases capelin roe-based fish beer at 2023 Seafood Expo Global

Reykjavik, Iceland-based Icelandic Asia offered a special tasting of its new capelin roe-based beer at the 2023 Seafood Expo Global in Barcelona, Spain, which ran from 25 to 27 April. 

The beverage, Masago Premium Lager, is brewed from capelin roe, and was brewed especially for the event and not yet available for sale. The beer also contains freshly picked Arctic thyme from the Icelandic tundra. 

The company first provided samples of the product at the 2022 Seafood Expo Global, but this year introduced a new flavor containing shisho, a Japanese herb, Iceland Review reports. 

“It was a hit last year and we decided to make a new version of it for this expo and it’s been a hit, too,” Icelandic Asia Director of Sales Agnes Guðmundsdóttir said.

The beer label was AI-generated, with each can featuring a QR code on its label providing consumers an opportunity to win prizes and merchandise from Japan.

Aanother seafood-sourced beverage, Collab, a caffeinated soda made with fish collagen, has become well-known in Iceland since its release a few years ago.

Photo courtesy of Icelandic Seafood Asia/Facebook