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Metallica’s Lars Ulrich Turns Pitchman for Two Danish Beers

Lars Ulrich Carlsberg Beer
Carlsberg Beer

Metallica drummer Lars Ulrich as a pitchman? It’s true. While Ulrich and Metallica have been very careful with what they put their stamp on over the years, the drummer has signed on to promote a pair of Danish beers.

According to, Ulrich was one of six people chosen by Carlsberg beer to design a bottle as part of the company’s Stand Out Collection. Ulrich chose a shot taken by legendary photographer Ross Halfin for his design. The picture came from a May 2012 performance at the Stade de France.

Carlsberg brand manager Rasmus Bendtsen stated, “Lars even suggested that we change the name of ‘Carlsberg’ to ‘Larsberg.’ He is a great partner.” A photo of the Ulrich Carlsberg bottle can be seen above. Fans can also check out a promo featuring Ulrich below, but it should be noted that Ulrich speaks in his native tongue.

But Carlsberg isn’t the only beer that Ulrich is promoting. He’s also appearing in commercials for Gammel Dansk beer and serving as a jury member for a contest that rewards entrants that “go against the flow.” Ulrich explained in a statement, “For me, Gammel Dansk is something very, very special. Therefore it is fantastic to be able to give a prize to people who are also unique in some way.”

Fans can check out more of Ulrich’s promotion for Gammel Dansk by visiting the company’s website. You must first enter that you are of age to see the promo, and like the Carlsberg ad, Ulrich also speaks in his native tongue for a good portion of the spot.

Watch a Lars Ulrich ‘Carlsberg’ Promo

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