All major decisions were left up to Brew Dog’s Social Media fans. Casting almost 5,000 votes, Brew Dog fans voted via Twitter, Facebook and the brewery’s blog on everything from the beer’s name to the type of hops that would be used. The end result is a 7.5% American Brown Ale made with New Zealand hops and aged on hazelnuts and oak chips.
The name #MashTag, which earned 58% of the votes, comes from “hashtag” and “mashing,” the first step in the beer brewing process, Digital Trends reported.
Because most decisions regarding the brew were handled by social media users, #MashTag may well be the first completely crowdsourced beer.
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. We gave up complete control of every single decision which shaped the final beer that the #MashTag project produced.
Every tweet while having a beer?
Well, maybe next time you’ll consider having a #MashTag.