Not content with simply drinking beer? Carlsberg's latest initiative lets men rub it all over themselves.
Based on research that showed close to half of men said they used their partner's beauty products, despite 65 percent of them being daily groomers, Carlsberg Laboratories and cosmetics producer Urtegaarden decided to create a fairly mad brand extension, with shampoo, conditioner and moisturiser made especially for men. And it's no joke: the beer-infused products can be bought here.
Speaking of Carlsberg, here's what it thinks supermarkets should be like. Wonder if they'll sell their new cosmetics range?