perfect lager project

Discussion in 'Australia & New Zealand' started by mulder1010, Apr 20, 2012.

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  1. mulder1010

    mulder1010 Meyvn (1,019) Aug 29, 2008 Australia

    The family-owned winery behind one of Australia’s most recognised wine labels is set to enter the beer market.

    Casella Wines, the winery that launched the insanely successful Yellow Tail range onto the international market, has kicked off the Perfect Lager Project, which aims to identify Australian consumer’s ultimate brew.

    The Perfect Lager Project calls on Australian drinkers to enter information on their ideal beer-drinking experience via a specially created iPhone application.

    Casella will then use the information collected from the iPhone application to create the first beer in its portfolio, which is due to hit shelves in June.

    Casella’s newly-appointed senior brand manager for beer, Fiona Seath, said the Perfect Lager Project will ensure that the company develops the right style of beer for their potential consumers.

    “The only way we can guarantee that we’ve got the right style of beer is to ask the consumers what they want and then make it. It’s a non‐conventional approach, but one that we have a lot of confidence in,” Seath said.

    “It’s going to be a really fun process and a rare opportunity for Aussie beer‐lovers to be involved from the beginning to the end of the selection and creation process. The first step is to download the app and to rate your beer drinking moments.”

    Casella has appointed South African brewer, Andy Mitchell, to the position of brew master, based at the family’s winery in Yenda, NSW.

    Mitchell, who has more than 30 years' experience, will be joined by Anthony Clem, who has previously worked at South Australian Breweries and the Knappstein Enterprise Brewery in the Clare Valley.

    The Perfect Lager Project iPhone app is available for download now, with data to be collected until the end of May.

  2. mulder1010

    mulder1010 Meyvn (1,019) Aug 29, 2008 Australia

    BA barleywine sounds so much better
  3. BearsOnAcid

    BearsOnAcid Savant (954) Mar 17, 2009 Massachusetts
    Beer Trader

    No android app? I cant voice my opinion.
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