THE SINGING BEERTAPNorrlands Guld is Swedens best selling beer. During 2007 Norrlands Guld was the main sponsor of the Swedish Football Premiership. We created an online campaign where football fans could win four of the best seats to a selection of chosen games.To win, the football fans had to create a new football chant for their team.To make the creation of football chants online more fun we invented a flag-waving-football-chanting-beer tap-trumpet-blowing machine...The competition is closed but please try the machine for yourself.

Together with Örjan Andersson (Cheap Monday) we created a premium quality jeans label called Norrlands Guld Jeans. The jeans were branded from buttons to labels. A beer opener were also sewn into the jeans. They were priced at $150.00 and sold in jeans stores all over Sweden.

The day when sales started, people were queueing outside the stores in the morning of the sales start. The online store caliroots.com went down at midnight when the sales started.The Jeans sold out in two days.Norrlands Guld Beer became the best selling beer at Systembolaget (Swedish monopoly).