Brief Explanation

Our mission was to launch a premium lager that’s perfectly suited to our techie target market. To do this, we created The Perfect Lager Project iPhone app, which measured the ‘perfectness’ of people’s beers as they drank them. The app captured the physical characteristics of each beer, as well as the conditions in around which it was consumed, e.g. number of mates present, direction user is facing, temperature, what user is doing. After nearly 8000 beer reviews, we passed the information on to Casella’s master brewers, who turned nearly 100,000 data points into Australia’s first ever crowd-brewed beer – ARVO.