How do you create an experience that is both familiar and foreign at the same time?

Most international brands find their success in adapting their experiences to cater to local preferences. Fast food chains like McDonalds or KFC for instance, find it imperative to offer highly localised menu items when they operate in Asia, with the likes of the irresistible McSpicy and rice congee with bits of Kentucky fried chicken.

But IKEA has taken a different approach. Rather than localising, the brand’s success is found in adamantly and constantly reminding you it is giving you a Swedish treatment, from Swedish language store signs to an aesthetic of clean lines and functionality. When it comes to dining, IKEA also stays true to its Swedish roots at the iconic in-store “restaurants.” I call them so-called “restaurants” because they are essentially a self-service European-style canteen with a centralised food service area, that diners have to queue at. This a format isn’t popular in Asia and quite rare in Singapore where I live. Here, commercial dining venues either operate as full-service restaurants or as individual stalls specialising in a variety of multi-cultural dishes. In fact, the most prominent places in Singapore I’d see this format would be the cafeterias in army barracks where diners look more miserable than the kitchen staff.

For some reason, this barely-a-restaurant in IKEA really appeals to us despite being a format that does not speak to our Asian programming at all, and requires diners to adapt. The iconic Swedish meatballs or overcooked salmon are also very mid. According to a Swedish person I know, Swedish meatballs made from scratch and browned over a skillet are far more delicious. The pro tip at IKEA is to add sufficient gravy so they don’t dry up. Yet, I can’t deny that the overall multi-sensorial experience of hearing a knock on new wood, seeing primary colours, tasting basic flavours, and the subtle smell of sawdust from new furniture, meld together to evoke a sense of familiarity, natural warmth and cosiness that keeps me revisiting for this familiar experience.

This recent visit to IKEA’s “restaurant,” I noticed for the first time the beers available in the self-help fridges by the counter. I thought, what the hell, let’s give both of them a try along with my lunch of IKEA meatballs.

All of IKEA’s beers are brewed a large Swedish commercial brewery founded in 1836 called Krönleins Brewery. Two variants are available: the IKEA Öl Ljus and IKEA Öl Mörk, which essentially mean Light Beer and Dark Beer in Swedish. Creative!

Let’s give them a taste.

IKEA's Öl Ljus Light Lager, 4.7% ABV

Appearance: Bright yellow-orange gold, crowned with a thin yet dense layer of foam.

Nose: Subtle and floral bouquet. Opens with a lightly sweet aroma of elderflowers accompanied by hints of vanilla, a soft citrus touch and a trace of honey. Somewhat reminiscent of Heineken, but with a more restrained and mild profile, revealing a much more subdued bitterness.

Palate: Light, arguably watery and approachable with comfortable fizziness. Very akin to Heineken in its sweet steamed corn and barley essence, but with a lighter touch on the palate which one could draw comparisons to Stella Artois pilsner. Due to the subtleness of other flavours, barley notes mainly take center stage, while the various flavours are well-rounded, with a light citrusy taste of lemon water, very mild hoppy and floral notes, a very subdued bitterness. The texture is light, and the carbonation is pleasantly moderate, avoiding the tongue-zapping sensation found in some local commercial brews.

Finish: Moderate, with a gentle barley aftertaste that gradually evolves into a slightly bitter, chocolatey note.

My Thoughts

There isn't a beer that better embodies IKEA's minimalist identity. The Öl Ljus Pale Lager is approachable, clean, easy-to-drink, pleasant and minimalist in the signature IKEA way despite being very contained. I imagine this is like the comforting containment of being inside a Scandinavian prison. A decent choice for casual sipping to wash down the mild-tasting food at the IKEA cafeteria.

IKEA's Öl Mörk Dark Lager, 4.7% ABV

Appearance: Dark ruby, reminiscent of Dr. Pepper or light Sarsi, with a thicker and denser layer of foam compared to Öl Ljus.

Nose: Malty, lightly roasted in aroma. It offers a heavier toasty maltiness compared to the light lager, and a familiar aroma of light Americano coffee which develops into resemblance of Guinness in its coffee-like bitter-hoppiness, before also presenting a lemony, citrus rind profile along with hints of grassiness.

Palate: A medium-bodied and light dark lager. First sip opens with a distinctive note of sweetened milk coffee, akin to instant Nespresso coffee or Kopiko coffee candy. Just as present is a light sweet creaminess, similar to instant coffee creamer, before unfolding a richer combination of caramel and chocolate orange, alongside dried cranberry tartness and even a hint of caramelized peaches.

Finish: An approachable and pleasant toasted maltiness lingers on the palate, accompanied by a lingering light milk coffee note and subtle hints of nutmeg.

My Thoughts

IKEA's Öl Mörk Dark Lager is quite enjoyable, moderately complex, approachable and for me significantly more satisfying than the much lighter Öl Ljus. A great gateway to Stout-style beers for those who might find Guinness too bitter.

It is a solid drink to pick up during your next visit to the IKEA cafeteria, especially if you're a fan of instant milk coffee. As one of the lightest dark beers around, this pairs well with the dishes at IKEA by virtue of them be fairly elementary in flavour and intensity. That said, this seems to be most feasible to enjoy when it is part of an IKEA in-store dining experience. This isn’t readily available from typical supermarkets around the country, so I really don’t see myself heading down to IKEA to exclusively stock up on cartons of this stuff for our home refrigerators. Perhaps, I would do so if I see myself spending a few hours at home assembling a new couch from a flatpack.

@CharsiuCharlie