Norrlands Guld (''Gold of Norrland'') is a lager beer introduced in 1965 by Sollefteå Bryggeri. It is now brewed by

Spendrups Spendrups Bryggeri AB is a Swedish brewery founded in 1897 as Grängesbergs Bryggeri AB. The company includes the following subsidiaries Spring Wine & Spirits, Gotlands Bryggeri and Hellefors Bryggeri. Spendrups Group has approximately 900 employ ...

as of 1989. It is known for its long-running ad campaign which feature a stereotyped view of Norrland. The principal character is Ingemar, a very laid back man who lives a simple life with his buddies. The central message is that people from Norrland (who naturally drink Norrlands Guld) are generally more laid back and free from pretension. The Catchphrase "Varför inte vara dig själv för en stund?" (''Why not be yourself for a moment''?) reflects this. Norrlands Guld is also sold outside of Sweden throughout the

IKEA IKEA (; ) is a Dutch multinational conglomerate based in the Netherlands that designs and sells , kitchen appliances, decoration, home accessories, and various other goods and home services. Started in 1943 by Ingvar Kamprad, IKEA has been t ...

retail chain.

Norrlands Guld the movie

In 2006, ads started to appear for an upcoming movie called ''Snart är det lördag igen'' (soon it's Saturday again) which was being directed by comedian Henrik Schyffert. It was to star

Pontus Gårdinger Pontus Joakim Gårdinger (born 20 July 1964 in Enskede) is a Swedish television presenter show host, producer and actor who has, among other things, hosted Melodifestivalen 1996. He also hosted the short lived reality show ''Miljonärerna'' on ...

as Ingemar and was presented as a dramatic revenge story with a completely different tone than the previous commercials. This was actually just a joke and no movie was in the works. It did however spawn a 30-minute mockumentary video where Schyffert and others involved talk about how everything went wrong with the shoot.

References

{{reflist Beer in Sweden Swedish brands