MobCraft

No doubt you have heard the adage “Too many cooks spoil the soup.” Well, a trio of Wisconsinites is setting out to disprove that old saw in a very beery way. MobCraft is a fledgling crowdsourced brewery that lets customers determine what beers are brewed, and allows them to submit their own recipes for consideration. They can even have the beer shipped to their homes, if they live in one of the 36 states that allows it. (Orders are shipped in four-packs of 22-ounce bottles.)

It works like this: Homebrewers are asked to submit their recipes, and MobCraft founders Henry Schwartz, Andrew Gierczak and Giotto Troia track the top-trending recipes on social media platforms like Twitter, Facebook and YouTube. On the first of each month, users are asked to vote on the top four recipes, and the winner is brewed at the House of Brews in Madison, Wis.

So far, says Schwartz, “We have brewed five crowdsourced batches—the Most Mobbed Imperial IPA, Blood Orange Green Tea Weizen—those who knew it was a sour liked it, those who did not were a little confused—Chocolate Banana Stout, Hazelnut Amber, and Night and Day Black Vanilla IPA.”

Although MobCraft is still in its early stages, the trio already is looking at expansion, contemplating a crowdsourced fundraising effort (naturally) to construct their own brewery. More details at mobcraftbeer.com. ■