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Odell Makes Beer Crafted By Users On Twitter

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May 29, 2009 9:24 pm US/Mountain

Odell Makes Beer Crafted By Users On Twitter

Reporting
Mike Hooker
FORT COLLINS, Colo. (CBS4) ― Brewing beer can now be added to the ever-growing list of ways to use Twitter. Odell Brewing Company in Fort Collins is preparing to roll out a special edition beer created partly by Twitter users.

A small batch area -- 5 Barrel -- is where the brewers experiment with ideas for cool new brews like the ideas that came in over Twitter. Crafting a new beer is a whole new process when the ideas come from twittering beer lovers.

Twitter followers first voted on a beer style.

"We saw so many of our followers re-tweeting and having side conversations about the beer, about the style, the ingredients," said Joni Denyes, Odell Brewing Marketing Director.

Denyes says twitterers voted for a style called Schwarzbier.

"So that was an unlikely choice," Denyes said. "We traditionally do ales and that's a lager, so it was definitely out of left field for us, but that's cool. That's part of the reason why we wanted to do this."

The Twitter brew comes out of the tank with a rich, dark Schwarz color.

"We allowed the public to decide the characteristics of the final product and we designed the recipe around what they asked for," brewer Jeff Doyle said.

The Twitter community decided to call the beer "Blackbird" and then online artists submitted label designs.

"We had 11 people submit great ideas and left it to the community to vote," Denyes said.

"I think it's very nice. I like what they voted for and I like the direction that they took the style into," Doyle said. "It's very cool to see that people care enough and are interested enough to help us innovate."

They're planning to tap the Blackbird beer Saturday at the brewery. There are only about 10 kegs worth and since there are no plans to bottle it, the folks at Odell are expecting quite a crowd of their twittering beer lovers to be there to taste the beer they helped create.

(© MMX CBS Television Stations, Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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