Beer Rocks - Brewing up a Revolution!
Power to the People!
Recently we have been inspired by the passion, knowledge and enthusiasm of craft beer drinkers. We have decided that democratic beer is the future and are giving up the important brewing decisions to our fans, customers and anyone who wants to learn about beer cast their vote.
In a ground-breaking move, BrewDog will be the world's first brewery to ever brew a completely democratically designed - beer by the people for the people! We are giving up complete control of every single decision which will shape the final beer that the Beer Rocks project produces.
We want to take you all on a journey and let you fully determine the destination.
Here is how it will work......
We are going to upload a series of 5 weekly Video Blogs, each debating a key parameter of the Beer Rocks Project.
Week 1 - Beer Style
Week 2 - Malts used and target gravities/ABV
Week 3 - Hops used
Week 4 - Speciality processes/ingredients
Week 5 - Beer Name and packaging
Martin Dickie (Founder), James Watt (Founder) and Stewart Bowman (Head Brewer) will all be passionately arguing their case. So for instance the first episode will be beer style, James may advocate making a Barley Wine, Martin a Porter and Stewart a Belgian IPA. You will then have 5 days to vote based on how convincing the arguments were and your personal preferences. The beer style with the most votes will be established then we will move onto the next parameter. So in week 4 you could be deciding whether to cask age, add raspberries or dry hop a 9% Imperial Porter brewed with Chinook and Pacific Gem. The possibilities really are endless and you guys are in complete control of the entire process, including packaging!
After all the votes has been cast we will then make the beer that you devised and film the brewing process. A few weeks after that you will be able to buy your own creation, all our importers are behind the project so it should be available in a few different countries in early 2009.
This is a very ambitious project for us, but it is something we really believe in. However Beer Rocks won't even get off the ground without your help and support so please watch the little clips and vote and tell every one of your friends who ever wanted to make their own beer to do the same.
The first episode of Beer Rocks will be on the Video Blog on Saturday 15th of November. We are looking forward to your input and making a truly great beer together.