Gimmick alert: The Boston Beer Co., maker of Samuel Adams beers, is attempting to create a "crowd-sourced beer." The Samuel Adams Crowd Craft Project, which is now up and running, invites Sam's Twitter, Facebook, and Google+ friends to offer up their preferences to help create a new beer. (The official announcement from Sam Adams is here.) Users have until Feb. 5 to make their choices about the beer's malt profile, hops selection, yeast type, and so forth. Color me skeptical, but this has mediocrity written all over it. When you try to average out everybody's opinions, you get an average product. Darker! Lighter! Citrus hops! No, earthy hops! Full body! Light body! Good luck!
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