Consumers to dictate Brewdog's new brew

14 November, 2008

Scottish microbrewer Brewdog is to give consumers the chance to vote on the recipe, packaging and naming of a new beer.

The company’s website will show a series of five weekly videos on aspects of beer making and packaging, covering: beer styles; malts and abv; hops; speciality processes and ingredients; and beer naming and packaging.

Visitors to the website will be able to vote on which direction to take the new brew in each week.

Managing director James Watt said: “People will have five days to cast their votes for their preferred item that week and then we’ll move on to the next step.

“Our fans are very passionate about their beer. So this is not only a chance for them to crate their own beer, but to educate others in what goes into beers and what make a good natural beer, free from artificial ingredients.

“It’s a risky thing to try but it’s also different and a way of speaking to our customers directly.

“We’re not one of those global mega-corporations putting out bland, additive-ridden beers and telling people that they have to like it or lump it.”

The end brew will offered for sale in early 2009.

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