DENMARK

Danish Crown launches its new premium brand Masterpiece 1887

Danish Crown is pleased to announce the launch of its new premium brand, Masterpiece 1887, driven by the ambition to create a concept of excellence on a larger scale.

Posted on Nov 30 ,00:10

Danish  Crown  explains that its vision "goes beyond offering superior products; we want to increase awareness of our brand, tell the unique story of our heritage and position ourselves with it at the highest level in the market. In this journey, our goal is to offer not only premium beef, but an incomparable experience that resonates with quality, tradition and generates a deep connection with our customers and consumers".

With Masterpiece 1887, "you don’t just get a sublime dish. You also get a glimpse into the origins of Danish cattle farming and its heritage. When you serve our tender, flavoursome beef, you write another chapter in a story that began more than a century ago and is still being told today by top chefs".

Masterpiece 1887 represents “the ultimate dedication to the best traditions of Danish livestock farming. Each piece is carefully chosen and crafted to offer a unique taste experience that celebrates the art of gastronomy.”

The Four Pillars of Masterpiece 1887

1. Hanging . Hanging meat is an effective and traditional method of delivering fresh product to markets and butcher shops. This technique involves suspending quarters or profiles of cows on large hooks during transport.
2. Maturation . It takes experience to create a modern masterpiece, and careful maturation using both traditional and modern techniques is the key to achieving the maximum expression of a meat's flavour potential.
3. Marbled . Marbled beef offers a richer, juicier flavor that adds essential umami to the tasting experience.
4. Dry-aged . Danish Crown Masterpiece 1887 is dry-aged beef that has been hand-picked and specially selected by our expert sommelier for its unique flavour and appearance.

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