As a first step, and with the collaboration of the market research company Kantar Millward Brown, Moritz conducted a survey to learn in depth the characteristics that would have the beer that could represent Barcelona and all its citizens.
This beer is a new creation of the Moritz Beer Lab, the R&D laboratory of the brewery, where Moritz produces limited edition beers. For the study, 400 beer consumers between 18 and 65 years old, 60% men and 40% women, from Barcelona capital, were interviewed. They were asked about their preferences for color, aroma or ideal time to have a beer, and what values were associated more with Barcelona.
From the results obtained, Albert Viaplana and Germán Melgarejo, brewmasters of Moritz Barcelona, have developed the Moritz BaPA, “a very aromatic beer, yellow-gold, silky and ideal to drink on the terraces”.
The Moritz BaPA combines 5 hops, each from a continent, to emphasize the “cosmopolitan” value of Barcelona, underlined by the respondents.