Edinburgh tech firm Flavourly toasts its UK-wide craft beer community as it launches four ‘democratic’ ales designed by 140,000 customer reviews
In a crowded marketplace and amid fierce competition, one national drinks tech firm has taken a simple approach to the development of a new range of collaboration beers: it asked its customers.
Edinburgh-based Flavourly.com, which runs an online bottlestore and craft beer and gin clubs, said it ‘crowd-sourced’ both the styles and names of its four new beers from its huge reviewer base.
The Flavourly team analysed data from almost 140,000 reviews to identify the four most favoured styles of beer among its community, and then partnered with Yorkshire brewery Bad Co who honed and brewed the final recipes.
CEO David Moore said Flavourly then ran an online competition for its beer fans to come up with the names, with the winners Pillow Fight, Flamingo Juice, Electric Boogaloo, and Endless River emerging from amongst 2000 entries. The four winners will be rewarded with a case of the beer whose name they inspired.
Mr Moore said he’d been planning to do a collaboration with the nationally renowned Bad Co for some time, but had also wanted to find a way to engage the whole Flavourly community.
He 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.”
Mr Moore added said that having almost 140,000 reviews on the flavourly.com website gave the team a unique insight into the community’s preferences and enabled them to profile which styles of beers customers liked best. “These beers truly are made by beer lovers, for beer lovers,” he added.
Richard Sullock of Bad Co Brewing said: “BAD Co. was delighted to be asked to be part of this unique project. We loved the innovative way the beer styles were chosen and it not only gave us the opportunity to put our creative brewing expertise to use but to brew some truly unique beers.
“The crowd-sourced styles really gave us a great starting point on the flavours we wanted to see in the beers and meant we could develop some truly unusual recipes.
“Not only are the beers themselves fantastic, but also the names that were chosen, giving a nod to the unique flavours and ingredients in the beers, as well as getting across Flavourly’s fun and creative personality.”
EDITOR’S NOTES:
Flavourly’s new range of beers:
Endless River
3.8% ABV Session IPA
A golden session IPA made with Centennial, Columbus and Summit hops, giving it notes of tangy lemon and lime, with hints of pineapple.
Electric Boogaloo
4.5% ABV Lager 2
A crisp refreshing lager with a twist. Generous dry-hopping with Summit, Perle and Mosaic adds depth and flavour with a juicy citrus bite.
Flamingo Juice
5.2% ABV Tropical Pale Ale
Low in bitterness and smooth with sweet malts, this Tropical Pale Ale uses Summit and Mosaic hops giving waves of resinous pine, punchy papaya and juicy mango.
Pillow Fight
4.8% ABV Chocolate Marshmallow Porter
A dark, roasty porter full of organic Peruvian cacao nibs and chocolate malts. An infusion of vanilla pods and marshmallow fluff adds a balanced sweetness to complement the subtle Herkules and Polaris hops.
BAD Co
BAD Co. beers are craft-brewed, with outstanding flavours and impact, inspired by the American approach to ale production and current British craft brewing renaissance.
Their beers make a statement. They are bold and expressive. BAD is fun. BAD is social. BAD is informal. BAD is exciting. BAD goes with music. BAD is a science and an art.
Contact: Colin Campbell
colin@twistedmouth.co.uk
07900220544