Marks and Spencer’s Expands World’s First Blockchain Beer to France and Channel Islands
Downstream Hybrid, an India Pale Lager (IPL) brewed by Boyne Brewhouse, with its entire supply chain information stored on the blockchain, is now available at 150 Marks and Spencer’s (M&S) stores across the supermarket’s estate in France and the Channel Islands, reports Retail Times on August 9, 2019.
Blockchain Beer GainingTraction
Per sources close to the matter, as a result of the massive sales generated by the Downstream Hybrid lager beer over the past six months, Marks and Spencers has increased listings for the world’s first blockchain beer to a further 150 stores in France and the Channel Islands.
This significant milestone comes after seven months of securing an exclusive listing in 250 M&S stores in the United Kingdom, and the beer has reportedly sold more than 40,000 over the period.
Brewed by Boyne Brewhouse, an Irish brewery established in 2014 by the Cooney Family and distributed by Irish Craft Beers, every bottle of Downstream Hybrid IPL comes with a scannable QR code that enables consumers to get information concerning the entire life cycle of the beer.
Thanks to blockchain technology, consumers of Downstream Hybrid are guaranteed a hundred percent authentication of provenance for every ingredient used in the brewing process.
According to the team, unlike most beers, Downstream Hybrid does not contain yeast, instead, it is innovatively “hopped and dry-hopped” with huge quantities of Cryo LupuLN2 Simcoe, as well as tropical fruit, grapefruit, and sticky sweet stone fruit aroma, with a layer of pine.
Commenting on the success of the Downstream Hybrid IPL blockchain beer, Shane McCarthy, co-founder of the brewery reiterated that the beer is a product of marrying years of experience with innovative technology, to create a world-class product.
“Downstream is a stand out example, with insight, expertise, and passion, creating a genuinely trailblazing product, that has been incredibly well-received by consumers.”
While some observers still believe blockchain technology has no real use cases, aside from powering cryptocurrencies, DLT has however proved critics wrong by leaving its footprints in a vast array of industries in the global economy.
It’s worthy of note that Ireland’s Boyne Brewhouse is not the only firm in the wine business that has adopted blockchain technology.
On August 7, 2019, BTCManager informed that China’s major importer, Direct Imported GoodsCo (D.I.G) had embedded VeChain’s (VET) N.F.C tags in all Penfolds Bin-407 bottles to eliminate counterfeiting.