Metallica star Lars Ulrich has become the face of two beer companies in his native Denmark.
The drummer is designing one of six new bottles as part of Carlsberg’s Stand Out Collection and appears in a short film to promote the initiative, while also pitching Gammel Dansk (Old Danish) in the firm’s new ‘Not Like The Others’ ad campaign.
As part of his Gammel Dansk deal, Ulrich will also serve on a jury for a contest to find Danes who “go against the flow.”
He says, “For me, Gammel Dansk is something very, very special (and) it is fantastic to be able to give a prize to people who are also unique in some way.”
The winner will pick up a check for 100,000 Danish kroner ($18,500) at a gala in November.