Beers chosen at the ballot box

The Flavourly range
• The Flavourly range was chosen by analysing customer reviews.

AN Edinburgh-based online drinks retailer has turned to its customer base to help launch a new range of beers. developed its new range of beers by analysing data from almost 140,000 customer reviews to determine the four most popular beer styles among its customers; the firm partnered with Yorkshire brewery Bad Co, which developed recipes for the four different beers.

Flavourly then launched an online competition to name the beers, with the winning names Pillow Fight (4.8% ABV porter), Flamingo Juice (5.2% ABV tropical IPA), Electric Boogaloo (4.5% ABV lager), and Endless River (3.8% ABV session IPA) picked from around 2000 entries.

Customers who suggested the winning names each received a case of the beer they had named.

Flavourly chief executive, David Moore, said: “We’re an online drinks tech company, so launching our own range of beers is an important step for us. We’d found a great and reliable brewing partner in Bad Co but we wanted to involve our tens of thousands of beer fans.

“We felt creating a range of ‘democratic’ beers designed by our community was a great way to build a bridge between our business and our customers.”