Samuel Adams Crowd Craft Project Lets Fans Partake in Beer-Making

The Samuel Adams Crowd Craft Project is a campaign that puts beer-making into the hands of customers and fans. Samuel Adams is asking its Facebook fans to help the brand create a beer using its Facebook application.

The Samuel Adams Crowd Craft Project enlists users to help determine the different parts of a beer, such as its clarity, color and body. Fans get to put forth their opinion on the brew’s sweetness (malt) and bitterness (hops) as well. Then, favorites from each category will be used toward the creation of a “collaborative ale,” describes Mashable. This new brew will be made in February and circulated to select locations—including Guy Kawasaki’s Girl + Guy party—in Austin, Texas, during the South by Southwest event in March.