Perrin Brewing Co. is staying in touch with its at-home customers by asking them to decide every aspect of their next beer release over the course of a few weeks via the Interactive Brew Project 2.0. I mean, what else is there to do? Nothing. This is a cool idea at any time, but feels even more exciting this year.
“Interactive brew has proven to be a way to bring our community together, even in strange times,” said Lindsey VanDenBoom, Senior Marketing Manager at Perrin. “It gives beer lovers a chance to directly weigh in on what they want to drink, and to follow the process from imagining a beer, to brewing it, to enjoying it in the Perrin Pub!”
The public is invited to vote on beer details, including the style, sub-style, ingredients, and even the name of the new brew, over the next few weeks. Voting kicks off with a poll to decide the beer’s style on November 13, and each poll will stay open for several days to allow participation. Here is the voting schedule:
November 13 – Kickoff and voting on style opens
November 17 – Voting on sub-style opens
November 20 – Voting on additions (hops, fruit, etc.) opens
November 27 – Name submission opens
December 4 – Voting on top five names opens
December 11 – Social announcement of the FINAL BEER!
The upcoming Interactive Brew campaign marks Perrin’s second Interactive Brew in 2020, the first of which culminated in the brewing of a Russian Imperial Stout dubbed Self S’more-antine.
The interactivity doesn’t end there either. Perrin will livestream each step of the brewing process on December 2 to offer a behind-the-scenes view, and plans to release the beer at the Pub on draft and in 12 oz. cans at the end of December. The recipe will be made available for homebrewers who wish to follow along. Awesome concept from top to bottom.