There’s nothing new about market-testing a new product, but this approach from New Zealand contract brewer Boundary Road Brewery is interesting. Open to New Zealand beer lovers only, applicants need to pass a test to establish their beer credentials and then they will receive three samples of a potential new lager to provide feedback on.
The Boundary Road Brewery is the brewing arm of Independent Liquor, producers of such craft beverages as Vodka Cruisers, Woodstock Bourbon and Vodka Mudshake. They are the company behind the Three Kings range in Australia and in New Zealand they also produce budget beers Ranfurly, Haagen as well as Carlsberg and Kingfisher under licence. It’s unlikely that whichever new lager is chosen will break any flavour boundaries and I’m sure plenty of debate will ensue about their decision to refer to their new range of beers as ‘craft’ and ‘boutique’. Nonetheless, it’s a novel way to test a beer prior to market.
Applications are open for discerning beer lovers (999 to be exact) who know a good brew from a bad, appreciate a malt hops balance and fancy themselves a beer aficionado to become a Boundary Road Brewery Beer Taster.
To gain a coveted position as a Boundary Road Brewery Beer Taster, serious beer lovers can apply at www.TheChosenOne.co.nz where they will need to pass a beer knowledge test. The first 999 beer lovers successful in the test will be sent a tasting pack of three variants of Boundary Road Brewery lagers which they will put through a rigorous testing process before passing judgement on their favourite.
The most popular brew as voted by the tasters will be released for sale as The Chosen One, along with an ale, pilsner and ginger beer by The Boundary Road Brewery to a thirsty and grateful public from 1 August 2011.
Ben Shaw, Boundary Road Brewery Marketing Manager says serious beer lovers need only apply as the future of The Chosen One is in their hands.
“We want to hear from true Kiwi beer lovers to let us know how they want The Chosen One to taste. It could be they prefer their hops mild, their malt notes medium or they are after a beer to really wow the senses; however they like their brew to be crafted, we want them to decide.”
Mr Shaw says he believes the recruitment drive will be well received as Kiwis appreciate a good brew and have strong opinions when it comes to their beer.
Beer lovers need to get in quick as applications close 30 June 2011 and applicants must be 18 years or over and be able to demonstrate a sound knowledge of beer.
What’s more, one of the lucky 999 will win the title of Chairman of the Beer Tasters and will take home a Williamswarn Personal Brewery worth $6,000.
Check out www.TheChosenOne.co.nz to see how each brew is tracking throughout the campaign.
About The Boundary Road Brewery
The Boundary Road Brewery is part of Independent Liquor which was founded by the late Michael Erceg in 1987. The Brewery is situated on Boundary Road, nestled in the foothills of the Hunua ranges south of Auckland.
The Boundary Road Brewery produces NZ Pure, Haagen and Ranfurly, as well as brews under licence international brands such as Carlsberg, Tuborg and Kingfisher. The brewery will be releasing a new craft beer range in August 2011.
Visit www.boundaryroadbrewery.com for further information.