Meantime Brewery

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.

The Friday Mash (Rain Delay Edition)

On July 23, 1994, the longest rain delay in Major League Baseball history–three hours, 39 minutes–occurred at Shea Stadium in New York. Ludwig hopes that there was plenty of beer on hand for rain-soaked Mets fans. Especially those who used the No. 7 Flushing Line train as their designated driver.

And now…The Mash!

Who coined the term “craft beer”? Vince Cottone, who used it in 1986 in The Good Beer Guide: Brewers and Pubs of the Pacific Northwest, has as good a claim as anybody else.

DeeDee Germain of Allagash Brewery takes us on a tour of the brewery’s Barrel Room.

The former Rolling Rock brewery in Latrobe, Pennsylvania, is now owned by Wisconsin-based City Brewing Company. Plans are in the works to add Duquesne Beer and Narragansett Lager to its portfolio of contract-brewed beers.

Don Russell, a/k/a “Joe Sixpack,” asks this question: Can you brew a zero-calorie beer? One, that is, that actually tastes like beer and has alcoholic content? According to the experts, the answer is “yes.”

Bavaria’s ambush beer marketing scored at the World Cup. WebWord, a “social media listening tool,” found that Bavaria got 3.71 times as many blog mentions as Budweiser, the official beer of the Cup.

From the Video Department: Henrietta Lovell of The Guardian visits the Meantime Brewery at the Royal Naval College in Greenwich, England.

Finally, can American-style craft beers make it in Europe? Clay Risen of The Atlantic thinks it’s only a matter of time.

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