Beer ad depicts charmed life of El Bulli interns
Friday 27 May 2011
In collaboration with El Bulli, a Spanish beer company has released a new commercial depicting wide-eyed, eager young interns navigating their way through Chef Ferran Adrià's kitchen, skinny dipping in a turquoise Mediterranean sea, finding romance amidst foam and flash-frozen gastronomy, and washing down the experience with bottles of Catalan beer, of course.
The three-minute ad, uploaded on YouTube Thursday by brewer Estrella Damm, portrays the life of El Bulli stagiaires in amber-colored glasses, alternating between images of young, good-looking chefs-in-training being mentored by Adrià amidst a stunning, Mediterranean backdrop conducive to much naked, beer-fueled shenanigans.
But perhaps the best people to talk to about the life of an El Bulli intern are chefs like Grant Achatz, José Andrés and René Redzepi, all of whom started their stellar careers under Adrià's tutelage.
Journalist Lisa Abend documented the real-life experience as well in her book, The Sorcerer's Apprentices: A Season in the Kitchen at Ferran Adrià's elBulli, after getting exclusive access into the kitchen for the 2009 season and interviewing interns about their experiences. The book was released in March.
It's not the first time Adrià has lent his powers of culinary invention to the Barcelona brewmaster. In 2009, he collaborated with the company to develop Inedit, a beer created specifically to accompany fine dining fare, flavored with coriander, orange peel and licorice.
Adrià has been - and for the next few weeks is likely to remain - ubiquitous in the food media world for he will be shuttering his famed restaurant July 30.
The June issue of Esquire magazine in Spain, for instance, features his face on the cover along with a special scratch-and-sniff logo that is meant to smell like El Bulli: eucalyptus, pine, and the ocean.
Estrella Damm has been brewed since 1876 in Barcelona and is also available in Norway, the UK and Australia.
Craftbeer.com also offers a downloadable chart of food and beer pairings. India pale ales, for example, go well with strong, spicy flavors like curries and blue cheese like Gorgonzola, while classic pilseners pair well with lighter foods like chicken salad, salmon and bratwurst.
To watch the video, visit http://www.youtube.com/watch?v=Je2GLJ6ogmU&feature=channel_video_title .
Life & Style blogs
- 1 Snoop Dogg and Jared Leto buy a stake in Reddit as A-list invests $50m
- 2 Prince held a Facebook Q&A and this is the only question he answered
- 3 Car tax disc changes: Two days to go - and they affect you much more than just not displaying a piece of paper
- 4 Now we know whose fault it is if you end up being murdered in Thailand
- 5 35,000 walrus gather ashore on north-west Alaska beach 'for a rest'
- < Previous
- Next >
iJobs Food & Drink
30,000 to 35,000 per annum: Accountancy Action: We are currently recruiting on...
28,000 to 32,000 per annum: Accountancy Action: Our client, a hospitality busi...
18,000 to 20,000 per annum: Accountancy Action: Our fantastic leisure client i...
£20 - 24k: Guru Careers: A Marketing Analyst / Marketing Executive is needed t...