Australian drinks company Casella Wines, makers of the yellow tail wine brand, is planning to enter the lager market - and has picked crowdsourcing as its method to concoct the perfect brew.
Via its agency, AnalogFolk, Casella has launched an an iPhone app (only available in Australia) that uses image recognition and user input to crowdsource beer-drinking activities, collecting data such as weather, the number of friends the user is with, beer temperature, location and beer style. The information will be going to be fed into the brewing process to create The Perfect Lager. But there's a benefit for the user as well as for Casella. The app creates a little 'Lager Moment' post (based on the beer they're drinking and how they feel), and they can share it on Facebook.