Beer Masters launches on Prime Video on November 11th and will be hosted by singer and beer aficionado James Blunt. Blunt, an avid beer fan who runs his own pub will be joined by co-host and head judge Jaega Wise, an industry expert and one of the most respected brewers in London. View the trailer for the show here.
The competition will pit teams from the UK and Europe against one another, for the chance to be crowned beer champion. Adopting a Great British Bake Off style competition format, across five episodes the teams will be challenged to brew different styles of beer, while adding their own twist. Celebrating Europe’s thriving craft beer scene the teams will be set a series of challenges inspired by some of Europe’s biggest beer brands such as Stella Artois and Leffe, whilst also shining a light on craft led breweries including Camden Town Brewery. Contestants will learn from the best beers and brewers taking inspiration from their processes, history and culture with expert brewers from the brands helping to judge each episode. They will then head back to their home breweries to get to work on perfecting the ‘Brew Challenge’ with one beer per episode being awarded gold, and a place in the Beer Masters final.
The teams will also be set a ‘Serve Challenge’ in each episode, to see if they have what it takes to succeed in the fast moving, highly competitive beer world. From designing their own beer label to developing dishes that they would pair and serve with their beers.
The winning team will see their winning craft beer launched and sold commercially on BeerHawk, with all the profits going to the team crowned Beer Masters. In addition, the winners will receive training from the BevFund, which is part of ZX Ventures – the global investment and innovation arm of AB InBev, to support the entrepreneurs in their journey to building a new proposition. BevFund provides route to market expertise, supply chain knowledge and can help startup ventures establish themselves in market and grow their business.
Speaking about the new series, Diya Munir, ABInBev European Experiential & Entertainment Marketing Manager said: “At AB InBev we are proud to showcase some of the biggest brands in brewing, which have brought people together sharing positive experiences for many years. This new format aims to entertain our audience rather than interrupt them whilst celebrating the craftsmanship which goes into brewing.
“The craft beer scene has never been more exciting. Beer Masters is a celebration of the thriving craft beer scene, and aims to showcase the amazing creations and innovations coming out from the industry. It also offers insights and industry leading advice from the breweries which create some of the most popular beers in Europe.”
All episodes of Beer Masters will be available on Amazon Prime Video from Thursday 11th November.