London-based Meantime Brewing Company is now selling you a beer that’s genetically attuned to your DNA to make sure you like it.
Customers supply their saliva, and Meantime does the rest, eventually giving them 12 hectolitres (about 2,100 UK pints) of ale tailored to taste preferences encoded in their genome.
Asked why customers couldn’t just express a preference for what they already know they like, Richard Myers from Meantime, said, “We are interested in how much they really like our beer. For example, from the test, we now understand that some of our customers have a higher tolerance to bitter flavours. Far higher than they actually thought they have.”