Nine craft breweries from four states have joined in a unique collaboration with Australian trivia company Quizmeisters to launch an innovative beer range with unusual flavor combinations.
The collaboration was initiated by Quiz Meisters to celebrate their 20th anniversary, and to mark the occasion, they invited their brewery partners to showcase limited edition releases at participating venues.
Since Quiz Meister was founded in 2004, the organization has taken a special interest in breweries after CEO Stefan Van Lindt recognized the similarities between quiz fans and craft beer consumers. Ta. In the early days, as Quiz Meister gained momentum, a handful of new brewers also appeared on the scene.
“Mountain Goat expanded its operations at the North Street brewery. Three Ravens, Bridge Road, and Red Duck started appearing in the cool bars where we were playing. Our beloved audience also seemed to like the variety of trivia,” Lindt said.
By 2007, Quiz Meisters was already partnering with craft breweries to offer a “Beer of the Month” newsletter feature, delivering its trivia to craft beer venues across the country.
“I personally loved the developing craft beer scene, so visiting these breweries to test and promote these great beers was such a fun part of my job. A standout that I still think is the best lager I have ever tasted was Shearers Lager from Tooborak Brewery,” Lindt added.
Quiz Meister developed a symbiotic relationship with the craft beer scene early on, and over the next few years developed strong relationships with brewers and sales representatives.
As the craft beer scene accelerated, Quiz Meisters promoted itself as a craft beer of choice for trivia and adopted the tagline “The World’s Best Pub Trivia.” Then, around 2016, as taprooms became more common and business hours were extended, Quiz Meister began hosting weekly shows at breweries.
“We were a great option to attract and cultivate the community,” Lindt said. “Due to warehouse size and opportunity, most warehouses were located in the suburbs and Queensland seemed to be leading the way in this area.
“Since then, we have hosted more brewery trivia shows than our next 20 competitors combined, making us the trivia of choice for breweries.”
Lindt believes much of Quiz Meister’s success is the result of an alignment of values and ambitions with the craft beer industry.
“Initially, we were at the forefront of trying to convince bars to try something new. We rode the wave of trends for being different, and we still continue to innovate. “We face similar challenges of scaling up while being unique and unique,” he said.
“While the craft beer scene has contributed to our success, Quizmeister also helps breweries foster community, giving breweries a personality that attendees can connect with and keep coming back to week after week. I would like to think that I also contributed to the success of the craft beer scene.” -One week later. ”
innovative beer
This long-standing association with the craft brewery led Quizmeisters to jointly launch a 20th anniversary campaign.
The initial concept was to brew a brain beer with ingredients that are good for the brain. After running into problems with ABAC, the collaboration changed direction and instead focused on incorporating the spirit of trivia into beer by encouraging brewers to think differently, resulting in some unusual flavor combinations. I did.
“We thought brewing a beer for our 20th birthday would be a great way to celebrate, but the problem was that we had so many brewery partners who wanted to brew a beer with us. “I didn’t know who to choose because there were so many,” Lindt says.
“So we launched a campaign to brew a number of unique beers, opened it up to all our brewery partners, and nine joined us.
“Many breweries are very excited about this challenge, and some have expanded their operations and used this activation as an excuse to experiment and try things they haven’t done before. “It was great to see,” he added.
“Having that opportunity is the best way to celebrate what Quizmeister has been about for so many years.”
And while this campaign celebrates the achievements of Quiz Meister, it also expands its reach while offering participating breweries the opportunity to create something truly unique.
Throughout May, special releases will be available at each taproom and participating Quiz Meister venue, where participating breweries have arranged barrel swaps to showcase their creations.
Dan Etiel, marketing manager for Quiz Meisters, told Beer & Brewer that Trivia’s development team is pleased with its continued support of the craft beer industry.
“This collaboration provides our brewery with a platform to reach a national audience and add an additional element to our quiz nights like no other,” he said.
“It’s a memorable experience that allows breweries to put their stamp on their brand while showcasing their creativity and brewing prowess. In addition to reinvigorating brand recognition, this is a visually appealing and delicious experience for buyers.” It brings the added benefit of product. Oh, it’s just a great excuse for brewers to have fun with their craft.”
The nine beers specially brewed for the commemorative campaign are:
Deep Steep, American Amber with Chamomile by Tallboy & Moose (VIC) Quiz Zing, Berliner Weisse with Beetroot and Ginger by Brightstar Brewing (SA) Nut it Out, Walnut, Coffee and Ginseng Pastry Stout by Rocks Brewing Co (NSW) Mastermind, Cavalier Brewing (VIC) Mango XPA from Bonus Point, Happy Valley Brewing Co (QLD) blueberry, chocolate and marshmallow dark lager, Salty in Second, Crafty Robot (SA) celery goose, Moch It In, iced Mocha latte Ale Rizzle Quizzle from Akasha Brewing Company (NSW), Pineapple and Raspberry Sour Head Scratcher from Nowhereman Brewery (WA), and Citrus West Coast IPA (SA) from Woolstore Brewery (SA)
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