There is nothing like standing overlooking a valley of vineyards, or a rice paddy, or a field of wafting rye strands. To stand in the shade of a banana tree next to a coffee plant. To dive between tea bushes and let the soil’s humus sift through your fingers. But how do you translate this feeling? How do you highlight a place, its people, its taste?
No matter where I go or who I work with, the search for what is real, what I find to be real, is at the core of everything. I will not be a Krug Ambassador in this lifetime.
Selected Projects for noma
Barr 2026
For the renovation of sister restaurant Barr in Copenhagen, its North Sea focused cuisine was translated to the beverage program with a complete overhaul. An extensive bottle list of beer, mead, cider, spirits and wine from countries bordering the region, with a spotlight on Denmark, Germany, Belgium, and northern France. With gems for those looking and classics for those in need of comfort. For the busy terrace, a small well-priced BTG, cocktail and n/a offering.
See list →NOMA LA 2026
A pop-up in a place revered for its famous wine regions, needed serious search beyond King Cab. To convey the beauty of California and surprise those expecting Napa bangers, we found amazing small producers: under the radar, with deep connections to farming, winemaking, brewing and distilling local fruit, grain and herbs. There was bottling of special barrels, there was foraging in deserts and mountains, there was passion fruit picking in someone’s mom’s backyard. No sulfites added.
NOMA Kyoto 2023/2024
A total of six months of research and immersion into Japanese beverage culture resulted in a plethora of collaborations, bottlings, and friendships along the way. From tea to sake to wine, whisky, shochu and rum. From Hokkaido to Okinawa. It was important to steer away from becoming too traditional and keep our own identity, by choosing not only who and what we would serve, but also how. Sparkling cherry blossom caterpillar poop tea anyone?
For more, read from Noma Kyoto magazine →Noma Kyoto × Ichiro’s Malt
A whisky made together with the Ichiro’s Malt blending team from a selection of barrels connecting to local ingredients, in noma philosophy: from heirloom barley grown in Chichibu to Japanese mizunara oak barrels. 150 bottles, with each label individually hand painted and numbered by Wataru Hatano, the artist also commissioned to create washi paper decorations for the pop-up’s dining room.
Noma Kyoto × Mitosaya – ‘Yuyu’
Liqueur inspired by Scandinavian bitters but with local Japanese ingredients, made by Mitosaya’s Hiroshi Egushi with ingredients from the distillery’s medicinal gardens and its surrounding forests. Artwork by Kenichi Takanaka – the hermit artist who lives in the same village as the distillery.
Noma Kaffe
Dreamt of starting a roastery, started a roastery. Together with Carolyne Lane built brand, concept, sourcing by traveling to origin and deep diving into it all. Mostly focusing on content: who are we, why are we doing this, who do we work with, etc. Advisory role on selection.
For more, read here →
© Ditte Isager
n/a programs
What is the difference between a juice and a mocktail recipe? What kind of tea sets the mood for dinner as you walk through a garden? When does a kombucha become interesting enough to serve on a menu? A non-alcoholic pairing should not feel like you are getting something secondary, but like you have something that is meticulously thought of as a stand-alone offering – making the boozers at the table envious at times.
For more, read here →Private seminars/tastings
Introductory beverage seminars and tastings for uninitiated business clientèle. From a base course on grower champagne – and how to pair it best to blind tasting Starbucks vs Nordic-roasted coffee. From how to work in a big international team across multiple disciplines to learning to make cold-brew tea. Always maintaining focus on close connections to producers, and with personal and inspiring stories. Never too school-ey.
© Andrew Zaeh