Press Release
Drake’s Brewing Debuts Beer4Me™
Biotech is booming. The industry has seen a pointed, consumer-driven shift in recent years, as sales of at-home DNA analysis products more than doubled in 2019. With popular kits focusing on family history, ancestry, and medical predispositions, one Bay Area company is tapping an underserved market: genetically personalized libations.
The first known commercial foray into the Beer-as-a-Service (BaaS) industry, Drake’s Brewing Company has announced plans to release Beer4Me™, their proprietary personal genetics evaluation kit. The long-time craft beer innovator’s goal is to enhance the beer drinking experience for everyone through knowledge and accessibility. The possibilities are endless!*
Like other popular products, purchasers of Beer4Me™ will receive a saliva collection kit, detailed instructions, and a postage-paid box to send it all back to the San Leandro brewery. In 4-6 weeks time, users will receive a gamut of data covering everything from individual grain bill preferences, alpha acid ranges and phenol bias. The best part: consumers will also receive a 64oz growler of their perfectly engineered beer.
Brewmaster John Gillooly harkens the subscription service as a new frontier for the entire craft industry: “We’re democratizing beer preference. Instead of being told what you should like, you can now have undeniable, scientific proof.”
The service is good for Drake’s too. “It allows us to brew more intelligently,” says Director of Brewing Operations DeVonne Buckingham. “Seeing what people are predisposed to enjoy helps us track and get ahead of industry trends.”
Knowing which elements of beer your body is biologically designed to enjoy is a huge advantage. It can completely change your lifestyle, your view of the world, and the results are truly fascinating.
“Craft beer can be intimidating for non-beer drinkers,” says Drake’s Community Manager Lauren Young. “More people would drink craft if they weren’t afraid to spend $8 on a tulip of Doppelbock, when they have no idea if they’re going to like it or not.”
Says Brewer Zack Bassett: “I always thought I was a barleywine kind of guy. Took the test, turns out I’m 100% a crispy boi.” The tall, bearded man smiles. “I’m much happier now.”
Drake’s Lab Manager Michael Burgess was unavailable for comment.
Drake’s will retail their newest product starting at $89. Greater quantities of personalized beer may be purchased at an additional cost. Online ordering begins April 1st, with kit shipment beginning in May.
*This statement was not approved by the BJCP.