Posted on October 9, 2017 by staff

Real ales crafted by 140,000 people launched


Beer tech firm Flavourly has launched four real ales designed and named via crowdsourcing.

The Edinburgh business, which sells craft ales and gin online, analysed data from 140,000 reviews to identify the styles of beer its community preferred.

It then ran an online competition which attracted 2,000 entries to find names for the winning beers: Pillow Fight, Flamingo Juice, Electric Boogaloo and Endless River.

Yorkshire brewery BAD Co has now brought the beers to life after putting some final touches to the recipes.

“We’re an online drinks tech company, so launching our own range of beers is an important step for us,” said CEO David Moore.

“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.

“These beers truly are made by beer lovers, for beer lovers.”

Ryan O’Rorke and Assean Sheikh founded the business in 2013. O’Rorke turned down a £75,000 investment on BBC’s Dragons’ Den in 2015 and went on to raise £515,000 from 339 Crowdcube backers in 2015.

Richard Sullock of BAD Co 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 crowdsourced 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.”