It would be fair to say that IKEA has single-handedly changed the interior landscape of homes virtually everywhere. IKEA ran with that utilitarian Eames ideal of well-designed, low-cost, furniture and has in turn delivered it in bulk to the masses (for better or for worse). A trip to IKEA is never complete without a plate of Swedish meatballs and a slice of apple cake (not to mention a breakdown in family civility), but now there is…wait for it…beer!
Yes it seems like a no-brainer, but IKEA has introduced two brews onto their menu roster to wash down whatever pseudo-Swedish food you might be indulging in. There is the Öl Mörk Lager, which translates literally into “dark lager beer,” and the lighter cousin called Öl Ljus Lager. While this may not drastically change Ikea’s profitability, it will likely impact the general vibe of a shopping trip to IKEA. I could say from experience, the last time I visited an IKEA I saw a grown man completely asleep on a showroom couch. I would imagine the frequency of such sightings would only increase with the sale of IKEA beer. And maybe with the liberal consumption of beer, IKEA furniture will begin to look more like Design Within Reach, instead of mass-produced, particleboard, props that they decidedly are. Right now IKEA beer will only be available in the UK, but you could be confidant that the suds will be flooding the US market soon enough.
What are your thoughts about branded beer at IKEA, or other family-friendly mega-stores? Is Walmart beer close behind?