East Anglia: Grain brewery seeks feedback from drinkers

Beer enthusiasts will be able to help shape the recipe of a beer from East Anglian craft brewery Grain.

Grain, which is based at Alburgh, near Harleston, has launched a local feedback experiment through Facebook and Twitter to gain feedback on the first bottled version of one of its recent beers. The feedback will be used to change the recipe, or even create a new beer.

Joint founder Phil Halls said: “We often hear good things about our beers through our pub, The Plough, but we really want to engage directly with fans further a field. Many people are now comfortable using social media, which gives us the opportunity to hear directly what people think of our beer. “

“We don’t know what people will say, but the feedback will result in changes to the recipe, or a new beer. Or we might be asked to leave it exactly as it is.”

The new bottle-conditioned Redwood will be available as a white label pre-release version only during December and January, from the brewery shop, and at shops scattered around Norfolk, Suffolk and London.

Tweets will tell people where to ask for the beer, and each customer will be asked to judge the beer on things such as aroma, bitterness and hop flavour.

Customers will be encouraged to offer their honest feedback through Grain’s own Facebook page or via tweeting @grainbrewery. The results of the experiment will then be collated in January, to create the perfect beer, to be available in all pubs, restaurants and shops which stock Grain, the following spring.