You might expect a hop harvest to take place in a field, but for Londoners this year, Meantime Brewing set up something a little closer to home.
Earlier this year, Meantime Brewing planted hops across the city from major locations like St James' Park and The Natural History Museum to urban gardens and the rooftops and balconies of local pubs. These hops will produce the city's first crowdsourced beer, which Londoners will be able to enjoy by the end of the year.
This community-building event revives a Hop Harvesting holiday from the 1930s with a modern twist. The tradition gets an update with Google Maps, which identifies where the city-sprawling hops are being grown. Staying true to the collaborative nature of this event, Meantime will crowdsource the name of the beer on Facebook.
What Makes This Trend Stand Out
- Community Crowdsourcing
- Opportunity for businesses to engage their local community in a creative and collaborative way through crowdsourced projects.
- Urban Farming
- Opportunity for businesses to utilize urban spaces, such as rooftops and balconies, for sustainable and local food production.
- Brand Experience
- Opportunity for businesses to create memorable experiences for their customers through unique and interactive events that promote brand awareness and loyalty.
Sectors Adopting This
- Food and Beverage
- Opportunity for breweries and other food and beverage businesses to incorporate community crowdsourcing and urban farming into their production processes to create a unique and sustainable product.
- Tourism and Hospitality
- Opportunity for hotels and tourism operators to create unique experiences for their guests by showcasing local sustainability initiatives and promoting community involvement in their events and activities.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to help brands strengthen their relevance and connection with consumers by creating engaging and community-driven campaigns and events.
