We quickly settled on running a home brew challenge to find the UK’s best home brewer via social and a dedicated microsite where home brewers could submit their recipes. The pandemic, however, necessitated a revised approach as any form of in-person competition was out of the question.
To get around this obstacle we approach the process from a different perspective. Instead of brewing beer for tasting at an event, we kept the whole thing digital, which allowed us to tap into a wider audience across the UK.
Along with the Marston’s Head Brewer Pat McGinty, we recruited a panel of external judges including award-winning writer and blogger Pete Brown who would select winners from the entries. The campaign started with recipe submissions. From this, the judges selected a shortlist of 20 brewers who would be invited to brew and send their beers in for tasting. Our judges then selected the winning beers. We partnered with Balliihoo, a home brewing equipment store, who contributed prizes for the winner and runners up.