#MashTag beer crafted from social-media input
A Scottish brewery turns to social-media crowdsourcing to build a new brew, letting Twitter and Facebook voters choose what went into it.
Go ahead, pour yourself a cold frosty glass full of Twitter. Mmm, that's good stuff. Scottish craft brewery BrewDog turned over the reins of its latest creation to fans on Twitter and Facebook. The resulting brew, #MashTag, came about after several rounds of voting on the various elements that make it up, from the type of brew to the label design.
Over the course of several days, BrewDog offered up three options at a time to a vote. For example, the "#MashTag" name won out over its competition of "CrewDog" and "Crowd Control." Fans also chose to make it an American Brown Ale, rather than an Imperial or Session Brown Ale.
"Inspired by the passion, knowledge, and enthusiasm of craft beer drinkers, we set out to create a truly democratic craft beer. We entrusted all the important decisions to our fans, customers, and anyone who wanted to learn more about the craft brewing process and cast their vote," says the BrewDog blog.
BrewDog's efforts have given beer drinkers an idea of what social-media whims taste like. It's 95 IBU with 7.5 percent ABV and a hint of hazelnuts and oak chips riding over a base of New Zealand hops. Who knew?