Drinkers are encouraged to consume the beer before its ‘death’. Scottish craft brewery, BrewDog, today launches its 8.5% ABV Imperial IPA, Born to Die. Featuring a best before date of 4th July 2015, Born to Die is a self-styled, “terminally hoppy IPA”, deliberately brewed to be consumed within a very limited timeframe. BrewDog is encouraging […]
#Mashtag: BrewDog to create the world’s first Twitter beer
Controversial craft brewery to create a ‘democratically designed beer’ based on Twitter suggestions from beer fans.
This week BrewDog, Scotland’s largest independent brewery, is going to create the world’s first democratically designed beer. This ground-breaking approach will pass complete control over to craft beer fans who are encouraged to vote on the various elements of the brew on Twitter, Facebook and the BrewDog blog.
Every day at 12 noon throughout the week commencing Monday 25th March BrewDog will post on their blog asking beer fans to vote on three options for various elements of the #Mashtag brew. They will also be offering advice to craft beer fans about the brewery process and the effect of various ingredients on the finished product.
The voting options are as follows;
- Monday 25th March – Beer Style
- Tuesday 26th March – Malt Bill & ABV
- Wedneday 27th March – Hops & IBU
- Thursday 28th March – Special Twist
- Friday 29th March – Name
BrewDog co-founder and Head Brewer Martin Dickie commented:
“We have always been inspired by the passion, knowledge and enthusiasm of craft beer drinkers. We have decided that democratic beer is the future and we are giving up the important brewing decisions to our fans, customers and any who wants to learn more about the craft beer process and cast their vote.”
“BrewDog has always been about experimentation, and pushing the boundaries of what beer can be and do. We can’t wait to see what weird and wonderful ideas our fans come up with. The possibilities are endless.”
Click the icons below to download high resolution images and the full press release.