Because despite being a master brewer, Mr Mitchell isn’t at all ashamed to admit he wants to create a beer with as much mass appeal as possible. "The trick is to sell volume. There’s not a huge margin in beer, so we need to sell volume, we need lots of people to drink it," he told news.com.au. He said he’s not at all scared that crowdsourcing a beer might return a recipe for something he wouldn’t drink himself.
Pretty much the exact opposite of what craft brewers are going for, huh?
via Daily Telegraph.