Have you ever wanted a beverage making company to make a drink of your choice? Could you imagine a beer brewing company making a beer straight from a recipe of your own making?
Most of the time we take a beer, it's usually made from an age old tradition or a recipe that is exclusive to the beer making company. But with MobCraft, there has been a change to this practice.
What is MobCraft?
MobCraft is basically a combination of crowd-sourcing and craft beer. In short, it's a beer brewing company that settles on the beer to be brewed based on the votes of its customers. MobCraft specializes in rare craft beers made using unique and quality ingredients. Every month, the brewer crowd sources all its beer recipes and then brews the most popular recipe. It is the democratic approach to beer making that allows MobCraft to create sensational headlines.
The company, established in 2012, was founded by Henry Schwartz, Andrew Gierczak and Giotto Troria. It released its first beer the following year in June 2013.
How is Mobcraft made?
MobCraft is unique from other brewers in that it allows the brewing of beers that cater for all tastes. Customers have been able, through MobCraft to create beers with unheard of and wild ingredients such as hibiscus flowers, ghost peppers and juniper berries among many other ingredients. Beer lovers submit a recipe of their own making and if it gets popular, MobCraft proceeds and brews the beers. The person or group that submitted the recipe can then step in the taproom or invite their peers to have a taste of the beer. Not only does MobCraft enable its customers to be active in the beer making process, but it is the first on demand brewery in the world.
Anyone of legal drinking age can submit an idea or a recipe for a beer on the brewer's website www.mobcraftbeer.com. The idea for a suggested beer recipe can be as simple and easy as
“beer that tastes like blueberries and chocolate”. The idea can also be as complex as a traditional full beer recipe. MobCraft will find any gaps in your idea or recipe and they’ll tweak and perfect your formula. Then the company will approach the relevant authorities to secure approval. Once it has been approved, MobCraft pushes your recipe to the second stage of voting. You’re allowed to share the beer on social media or email it to your friends and relatives. The beer which accumulates the most amount of pre-orders is the one that wins and is scheduled for brewing.
Each pre-order is counted as a vote, i.e. one pre-order is treated as a single vote. Voting starts on the 1st of the month and ends on the 21st day of that month or when the first batch is sold out – whichever comes first. Once a person is ready to pre-order, he/she can then proceed to select the mode of delivery. Here the customer chooses whether to buy the beer through an authorized online retailer or collect the beer directly from the brewery.
How is MobCraft Different?
As I stated earlier, MobCraft provides you with an opportunity to ‘customize' a recipe for beer. Amazingly one can craft a beer made of ghost chilli peppers or vanilla beans and palm dates. MobCraft is simply allowing those people who are passionate about specific flavors or home brewing to craft their own beers.
The company chose its name, MobCraft because it allows a proverbial mob of people to craft a beer of their choice. Since the company launched in 2012, MobCraft is spreading its creations not only in its home state but in other states too. You can find the states where shipping is available by visiting the website, www.mobcraft.com.
As a one-of-a-kind brewer, MobCraft is creating beers with uncommon names. The packaging of its beers is being done in the most unique and exceptional way. The company fully understands that each recipe has its own story regardless if it’s based on fact or fiction. MobCraft has made beers named Don Durio, which is made of cashew nuts and durian fruit.
Once a recipe has won the voting process, MobCraft's illustrator creates the artwork in conjunction with the person who submitted the recipe. MobCraft likes to keep its ideas secret and confidential even if the ideas originate from its fans. However, the company does share details of its recipes on its websites for other home brewers to try out brewing.
Accolades and honorable mentions
In early March 2016, MobCraft was featured on the Shark Tank. The founders of the company were seeking funds to expand in Milwaukee. Even though the company did not secure a deal with the sharks, the management expects the company to have a bright future, especially from internet sales. The growth in traffic that is generated from shows like The Shark Tank provides a terrific boost for business as greater numbers of people are placing orders online everyday.
If you plan on being in the Milwaukee area this summer you may want to swing by the first physical MobCraft brewery, which is set to be completed this summer. If you are interested in making a signature beer of your own, send in your idea to MobCraft and add the title of beer brewer to your resume.
