Mad Scientist’s special beer day is coming, bringing craft beer lovers together

We Love Budapest: You've just returned from a trip. How does Denmark relate to Mad Scientist?

Márton Sefcsik: For years, Denmark has been at the top of the list of countries we export to. Every autumn I return here to meet our partners. It is still very important for us to develop direct relationships, and I feel that this is where our success lies, in that we are in constant contact with both our resellers and our customers. The other secret is that there is no secret, we do this 24/7, it's just the way it works.

WLB:  Please tell us a little bit about the birth of Liquid Cocaine, one of your most popular and iconic beers. Why did you choose that name?

MS: Liquid Cocaine was born in 2016, a beer that was truly unique at the time due to its extreme hop content (a blend of 4 different hops). We never imagined it would become one of our most popular and well-known products. It was originally intended as a fun experiment, and it has absolutely nothing to do with the actual drug. Instead, it refers to the numbing sensation on the tongue that you get when you taste it, and the desire to dance all night long. Created in our 20s and 30s, nearly a decade has passed, and we've evolved a lot. We're committed to promoting responsible drinking and a healthy lifestyle. We believe that moderate beer consumption and a healthy lifestyle are not mutually exclusive. There have even been times when I've checked into a beer festival venue right after my morning run.

WLB:  What do you consider the major trends in the craft beer world over the past 8 years? How much have the trends changed?

MS: The popularity of craft beers started in the US back in the 80s and then spread to Europe. Of course, there are always flavours and styles that become more popular each year. Fruity or smoothie-style beers often take centre stage, or classics make a comeback. This year, I see two main trends. One trend is the rise of fruit-infused beers, often with a high fruit content. Another trend is a return to classic lagers and pilsners, offering a simpler, more traditional taste. We're proud to have always been at the forefront of developing new flavours, yet, for example, Liquid Cocaine is a completely no-frills beer. It doesn't contain honey or fruit, it's not colourful, but it has a sticky, resinous-piney flavour profile, a true classic. While it might seem simple, these classic flavours are still in high demand. We genuinely love beer, not only creating it but also consuming it, and the community experience is fundamental for us. It's more than just a business; it's about bringing people together and making them happy.

WLB:  Do you set fashion trends or follow them?

MS: We're proud to say that we're trendsetters. It's important to us to convey a flavour profile that connects us. Take our Szilvás Gombóc imperial pastry sour with plum, cinnamon, and bourbon vanilla. It's a liquid version of the iconic Hungarian dessert, szilvás gombóc (soft dumplings filled with sweet plums). It has not only enhanced Hungary's culinary reputation both at home and abroad but also elevated the status of Hungarian craft beer. Now, we've added a bit of extra cinnamon. We're also proud of our meads, as they help us promote high-quality and affordable Hungarian honey. We don't copy the Scandinavian style; instead, we come up with something new. Our name obliges us to create quality products, from the simplest to the most complex flavours. We're also exploring the potential of non-alcoholic beverages and soft drinks, and we're excited to experiment with new flavours and concepts.

WLB: How are new flavours created?

MS: I often say jokingly that new flavours are in our DNA; we simply love beer and that's what we do every day, but sometimes we get sudden bursts of inspiration. In today's complex world, it's refreshing to unwind with a beer and good company. Fortunately, our customers trust us and the new products we release. They don't want to be experts in this too. They know they can find us in Kőbánya, an industrial district on the outskirts of Budapest with a rich beer history, and at our retailers, and we'll help them find their favourite.

WLB:  Besides quality and special craft beers, visuals and can/bottle design have always been important to you. Who creates the visuals for your drinks?

MS: We have been collaborating with graphic designer and illustrator András Baranyi since the very beginning. 90% of our graphics are his work. In addition, we always invite tattoo artist Robi Borbás, who recently designed a T-shirt for Metallica, to put his own spin on the graphics for our Liquid Cocaine Day. This is how three-eyed goats, or a terrifying honey man ended up on our cans. András' graphics are always the starting point. This year, we have two new beers and designs coming up. One is a low-alcohol beer, which will also feature the goat motif but with a slight space theme, and there will also be a surprise that I can't reveal yet. The graphics will also appear on related merchandise, such as sweatshirts and tees.

WLB:  On 18 November, Liquid Cocaine Day will be an important event for you, a real festival for beer. What do you have in store?

MS: In 2019, when I visited Denmark, I was captivated by the J-Day, when the Danish Christmas beer is released, held on the 1st of November. It's truly a cheerful occasion. On the 18th of November, when we celebrate the anniversary of Liquid Cocaine, we'll naturally be preparing fresh brews, as I mentioned earlier, with two new beers and related extras. We love this beer as much as you do. We first brewed it on October 7th 2016, and it debuted on November 18th, eight years ago. I hope we'll see as many consumers and partners as possible. Let this day be a true celebration of craft beer, where there are no obligations, just a lot of fun.

(Cover photo: Mad Scientist)