Good news boys and girls, we can now add IKEA to the ranks of companies that have gotten into the beer business for no good reason.
The Swedish purveyor of impossible-to-assemble furniture has begun selling a its own branded beer in its UK stores. It’s called Öl Mörk Lager, an obvious homage to the classic TV show Mork & Mindy (or, if you speak Swedish, the literal translation of “dark lager beer”). Either way, I say na-noo, na-noo.
IKEA started selling the beer earlier this summer as a clear indication they understand how frustrating it is to build the furniture they sell, and that mild alcoholic sedation is required to finish the task without slitting your wrists with the metric hex tool that came with your order.
There are a few reviews of the beer up on UnTappd, where people are saying things like, “Ja, ik zag het gister, en dacht die moet mee naar huis. En hij in nog lekker ook, moet je maar eens proberen, ” and “Blij dat we het niet in elkaar hoeven te zetten. ;)” Someone also mentioned it tastes a bit like a watery bock. Another commenter said Öl Mörk Lager was “surprisingly good” given its furniture store pedigree.
No word yet on if this beer will be coming to the US, or if it will come packaged with its own barely-adequate opening tool.
If this trend continues, we’ll soon see Don’s dream come to life, and Petco will start selling Leg Lifter Lager. At this point, why not?