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#MashTag: Scottish brewery creates the world's first 'Twitter beer'

June 28, 2013|By Laura E. Davis
  • BrewDog brewery of Scotland has created what it's calling the world's first Twitter beer.
BrewDog brewery of Scotland has created what it's calling the world's… (BrewDog )

Drinking just got even more social.

A Scotland-based brewery has created what it’s calling the world’s first “Twitter beer.” BrewDog brewery had its Twitter followers, Facebook fans and blog readers vote on ingredients for a beer ultimately named after the hashtag they used to talk about it on Twitter: #MashTag. Mashing is the first stage of brewing, and yes, the name of the beer was crowdsourced too, as was the brew’s label.

The crowdsourcing happened during a week in March when the brewery put out a blog post every day explaining the choices voters had. Each day was devoted to a different element of the beer. Fans would vote on Twitter, Facebook and in the blog’s comment section. The more than 5,000 votes were manually counted, said Sarah Warman, who does digital marketing for BrewDog.

But the brewery wasn’t about to let the voters hijack the process. Warman said the brewers were involved every step of the way.

“The brewers were having an input each day,” she said. “Every single day the options were based on what the beer was so far.”

The result? #MashTag is a 7.5% American brown ale with New Zealand hops aged on hazelnut and oak chips. It was unveiled on BrewDog’s blog on May 31.

Warman described the beer as “quite light for a brown ale,” with nutty flavor and tropical fruit notes, owing to the hazelnut and New Zealand hops.

“They created an awesome beer,” Warman said of BrewDog’s fans.

We haven’t tried #MashTag (you can buy it in Britain or online), but, in the spirit of crowdsourcing, if you have, let us know. Tell us in the comments below, or tweet @latimesfood to tell us about it.


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Twitter: @lauraelizdavis

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