GUINNESS

Problem

Guinness' advertising has superseded its product and reputation as a brewer.

Solution

Conceptualise the world's most difficult beer to brew -- and brew it.

 

Research

Beer has 4 ingredients:

DNA from prehistoric yeast was reconstructed in 2012.

Ancient barley DNA was sequenced in 2016.

Early beer didn't use hops. It used flavourings such as myrtle and heather, which are easily available. 

Water is still water. 

Idea

Rebuild and recreate the genetic code of beer to create Guinness One — the world’s first beer.