The customisation trend seemed to sweep 2016, touching everything from beauty to leather goods – now it seems it’s also been discovered by the world of beer. The London-based Meantime Brewing Company has embraced the modern penchant for personalisation, adapting it to their brewery efforts with the launch of Meantime Bespoke.

For £25,000 (equivalent to $40,000 – a small fee for the perfect beer for some), customers have the opportunity to create their very own brew, adapted to their tastebuds and based on their individual DNA taste profile.

“It’s a one-of-a-kind service we’re making available to the most passionate beer fans amongst you,” said Meantime Brewery. “We’re now giving you the chance to brew your own ultimate personalised beer using the same genetic profiling to individually tailor it to your palate. With the opportunity to customise all elements of your beer from start to finish and work alongside our world-class brewing team to bring your beer to life. Meantime Bespoke is one of the most unique and exclusive beer experiences available anywhere in the world.”

So what exactly do you get for £25,000? A minimum of 12 hectolitres of customised beer will be coming your way (that’s 2000 pints). Perhaps even more appealing for the beer-devotee is the study course (called ‘the knowledge’) that is also a part of the process, teaching just how to evaluate and find faults in a given brew, how to taste key ingredients, and how beer styles differ worldwide.