Flavourly brews up quartet of ales based on customer reviews

07 October, 2017

Online drinks store Flavourly has launched four beers that is calling “democratic ales” designed after designing their recipes based on 140,000 customer reviews.

The Edinburgh-based company, which runs an online bottle shop and craft beer and gin clubs, analysed data from customer reviews to identify the four most favoured styles of beer among its community, and teamed up with Yorkshire brewery Bad Co who to produce the final recipes.

An online competition came up with the names Pillow Fight, Flamingo Juice, Electric Boogaloo and Endless River.

Competition winners will be rewarded with a case of the beer whose name they chose.

Chief executive David Moore said: “We’re an online drinks tech company, so launching our own range of beers is an important step for us.

“We’d found a great and reliable brewing partner in Bad Co but we wanted to involve our tens of thousands of beer fans.

“We felt creating a range of democratic beers designed by our community was a great way to build a bridge between our business and our customers.” 

Endless River is a 3.8% abv session IPA, Electric Boogaloo is a 4.5% abv lager, Flamingo Juice
is a 5.2% abv tropical pale ale and Pillow Fight is a 4.8% abv chocolate marshmallow porter.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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