No, Metallica isn't selling their own beer yet, an idea which I'm sure has been brought up, but was probably never followed through on likely because James Hetfield is straight edge now. No, instead Lars is lending his name and face to two seperate Danish beer companies.
He's one of six Danish celebrities to design a bottle for the incredibly delicious Carlsberg beer. His design is just a photo of himself taken by Ross Halfin, with his signature on it. Okay, whatever…give me the beer!
There is also a super serious commercial that goes along with it. Can somebody let us know what's going on by leaving a comment?
The other beer, which I am not familiar with is Gammel Dansk, a Danish bitter traditionally served as a breakfast beer or at weddings. There is also a serious ad for it, slightly shorter than the previous one:
And check out Lars lookin' super chill on the poster for the beer:
The theme of the campaign is "Go Against the Flow," and to go with that there will be a competition where Lars will be a judge offering a reward of 100,000 Danish kroner (about $18,500 USD) to whomever goes against the flow. As soon as you figure out what that means, you should probably enter the competition.