Creativesourced: Nelson Beer

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Creativesourced: Nelson Beer
By Piers Fawkes on April 8, 2009 in Advertising & Branding, Food & Drink

Fosters in Australia teamed up with the [1] Taboo Group to create a beer based on the tastes of thousands ofcreative minds (and their tongues). Nelson beer has been brewed in Melbourne and is the product of user feedback. They held gatherings and parties and then gathered feedback from almost a thousand “creative types” regarding the look, taste, and possible names for the beer.

An article by one of the project team on Lost At E Minor [2] describes the process more: For the past few months, our Newcastle office has been getting stuck into the goodness that was the aptly named beer, Trial Brew. I say has been, because the beer has recently shed its Beta name and stepped out rather strikingly under its own new moniker, Nelson beer. Nelson Beer! Hmmm, kinda has a nice ring to it. But like all good brews, Nelson comes with a twist. No, no, not the top. But rather, the concept: the Melbourne based brew is almost exclusively the product of user feedback. Yup, drinkers have helped shape and refine the taste on an ongoing process. The project went as follows: ‘We gathered feedback from around a thousand creative types regarding the look, taste, and possible names for the beer. This information was then collated in a neatly labelled ring binder and sent to our brewers. After analysing this information, the educated types made a few minor changes to Trial Brew, resulting in the Nelson we see today. Finally the emperor received some new clothes. A brief was thrown out to a few Australian based illustrators and graphic artists to bundle together some ideas for the bottle. Sydney-based design duo Sonny Day and Biddy Maroney eventually won the day with their piece entitled:,Sneaky Rafter’. The fruits of all this labour is Nelson beer, named after the area in New Zealand where the hops are brewed, a true collaborative effort,and a mighty fine drop as well.

Summary The article is about Nelson beer, a Melbourne based brew which is exclusively the product of user feedback.

Description A good read on how new products are being developed by involving the masses and getting their feedback to drive product development.

Tags: Crowdsourcing, Product design, product development

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Creativesourced: Nelson Beer

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