Beer Tailored to Your DNA

If you have an extra $30,000 lying around, the Meantime Brewery in London will custom-brew a batch of beer that literally matches your DNA. Interested? The first step (assuing you’ve got the money), is to provide a saliva sample to be analyzed by the company 23andMe. The analysis focuses in particular on the gene TAS2R38, which contains oral taste receptors.

The next step is an appointment with Meantime’s brewmaster Ciaran Giblin, who will work with you to perfect the beer. An awful lot of beer—some 2,000 pints worth. Optional add-ons (you’ve got plenty of money, right?) include ad agency time to design your packaging, kegs to send to your local pub, and pint glasses molded to your hand.

Forbes magazine correspondent Leslie Wu, who wrote the article about the brewery’s “Meantime Bespoke” beer, has misgivings about it. She wonders who, even in a highly-competitive craft beer market, would pay that much money for beer. And she warns that personalized beer can lead to a “beer dystopia” where people are unwilling to try anything new.

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