In what is being called the "the ballsiest blind taste test London has ever seen," craft brewer Meantime decided to share 20,000 free pints of unbranded beer with people in London.
On FreeProperBeer.com, people had the ability to register to claim their free pint and were then directed to one of the 200 local pubs in the area to use their voucher on a designated day. By stripping away all the logos and marketing, Meantime created an experience where its product had the chance to truly speak for itself. However, about 10 minutes into the blind tasting experience, the participating beer drinkers received a text with details about the beer they'd been enjoying, including the fact that it came from Meantime.
As popular as craft beer is, it can still be difficult for consumers to navigate the many choices available. To remedy this, Meantime devised this "no risk" stunt to encourage product discovery.
Blind Beer-Tasting Campaigns
More Stats +/-
Future Festival on Notable.ca
Low-Sugar Craft Sodas
Craft Cider Tasting Mugs
Pressurized Craft Beer Dispensers
Young Consumer-Targeted Libations
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.