March 23 (UPI) -- A British brewery is offering customers the chance to sample beers created specifically for them using genetic profile data from the customer's DNA.
The Meantime Brewing Company, based in Greenwich, England, announced the Meantime Bespoke service, which uses a customer's DNA to design their perfect beer.
The brewery said its partner for the project, genetics firm 23andMe, assess hereditary variations in a gene known as TAS2R38, which is responsible for oral taste receptors. The brewery then uses the data, which includes a person's preference for bitter and sweet flavors, to design a custom beer.
"Meantime Bespoke clients will also have the opportunity to get hands-on with the physical brewing process by adding hops, grain and testing the mix," the brewery said.
The service starts at $31,285, but there are up-charges for extras including pint glasses molded to the shape of the customer's hand and a custom-designed label for their personalized beer.
The first beer created using the process, a hoppy double IPA named Double Helix, was created by analyzing the DNA profile of Brewmaster Ciaran Giblin.
"If you want to make a beer you're going to love, you have to really mean it and go the extra mile -- in this case, determine your genetically determined taste preferences first," Giblin told The Wharf. "There are lots of people talking about the potential that genetic testing has on what we consume but I thought the best way to test some of the theories was to get on and brew something."
"Double Helix was brewed to fit the specific taste preferences of one person -- me," he said. "However thanks to the investment in our Pilot Brewery and what it allows us to do in the name of innovation, it's become a 'successful experiment' that others can enjoy as well."