by Nicola Brown and Alex Watson
In March 2013 BrewDog beer took to Twitter, inviting followers to create an entirely new beer simply by casting a vote each day. With voting polls open from 10am to 8pm over the course of a week, voters decided on the beer style, the flavours and even the packaging. An American Brown Ale with New Zealand hops, aged on oak chips and hazelnuts was the winner. Simple but effective, they named the process #Mashtag.
Now the independent Scottish craft brewery, which has gathered a cult status since its birth in 2007, has relaunched #Mashtag for 2014 this morning at 10am. Today voters are asked to decide between Pilsner, Red Ale and Porter to determine the beer style. In the first hour over 400 votes had already been cast. On Tuesday voters will decide on the Malt Bill and alcohol by volume (abv), Wednesday will choose the hops and IBU (International Bitterness Unit) and on Thursday the beer will be given its distinguishing characteristic with a special twist. The final day of #Mashtag will allow followers to pick a label for their newly crafted, unique beer.
We interviewed assistant manager of Edinburgh’s BrewDog, Calvin McDonald, about 2014′s #Mashtag and his dream beer.
To take part, cast your vote here.