27 June 2013

#MashTag: A Beer Crowdsourced Through Social Media

British beer compant Brew Dog has recently launched #MashTag, a craft beer in which every single decision was decided by fan votes, from the name to the alcohol content.

#MashTag is a 7.5% American Brown Ale loaded with New Zealand hops and aged on Hazelnuts and Oak chips.

The decision to create a “truly democratic” craft beer was inspired by the “passion, knowledge and enthusiasm of craft beer drinkers”.

Sarah Warman, a spokesperson for Brew Dog, said, “This project totally handed the keys to the brewery over to our fans and put them in the driving seat.

“Over the course of a week, we gave our Twitter followers, Facebook fans and blog readers the opportunity to vote to an element of the brew”.

“This gave us an incredible platform to explain the different stages of brewing and show how your choice at that stage influences the final beer you end up with, be it determining the alcohol level, bitterness or style”.

[via Mashable and Brew Dog]