Edinburgh tech firm launches ‘democratic’ ales

Edinburgh tech firm launches ‘democratic’ ales

Flavourly, the Edinburgh-based tech firm, has announced the launch of four ales designed by 140,000 customer reviews

The company, which runs an online bottlestore and craft beer and gin clubs, said it crowdsourced the styles and names of its four new beers from its huge reviewer base.

The Flavourly team analysed data from almost 140,000 beer reviews amassed since it was founded in 2013 by entrepreneurs Ryan O’Rorke and Assean Sheikh.

From the data they identified the four most favoured styles of beer among its community, and then partnered with Yorkshire brewery BAD Co who honed and brewed the final recipes. 

Flavourly then ran an online competition for its beer fans to come up with the names, with the winners Pillow Fight, Flamingo Juice, Electric Boogaloo, and Endless River emerging from amongst 2000 entries. The four winners will be rewarded with a case of the beer whose name they inspired.

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

Moore added that having almost 140,000 reviews on the flavourly.com website gave the team a unique insight into the community's preferences and enabled them to profile which styles of beers customers liked best. “These beers truly are made by beer lovers, for beer lovers,” he added.

Richard Sullock of Yorkshire-based 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 crowd-sourced 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.”