Regional brewer Everards has stuck a chord with breweries that are in one sense competitors, getting them to sign up for its “tasting notes” campaign.
In mid-April the British brewery invited 18 regional brewers up to the brewery in Leicester to explain why they should get involved. So far 16 regional brewers have opted to use the scheme, including Caledonian, Wadworth, Hook Norton, Batemans, Charles Wells and Fullerâ€™s.
The program provides drinkers with simple tasting notes on each beerâ€™s pump clip, as well as beer mats and drip mats. Bitter or sweet scores are given out of five and everyday language is used to describe each beerâ€™s â€œsee, smell, and tasteâ€ profiles.
The cooperation stands in interesting contrast to the Here’s to Beer campaign that Anheuser-Busch has bascially had to go alone.