Amazon Prime Video toasts beer competition format with James Blunt

Beer Masters

Amazon Prime Video has acquired a James Blunt-fronted competition series for amateur brewers.

Beer Masters is now streaming on Prime Video, hosted by singer and beer aficionado Blunt with head judge Jaega Wise, a respected London-based brewer.

Produced by Banijay Group-owned Electric Robin and multinational drink and brewing company AB InBev, it pits teams from around Europe against one another for the chance to be crowned beer champion.

The five-episode project was brokered and distributed by The Story Lab, while media support was handled by iProspect. Both companies are part of Japanese advertising giant Dentsu.

The teams are set a series of challenges by some of Europe’s successful beer brands such as Stella Artois, Tripel Karmeliet and Leffe as well as craft breweries such as Camden Town Brewery and Hertog Jan.

The winning team will see their craft beer launched and sold commercially on BeerHawk.co.uk, with all the profits going to the team crowned champions.

In addition, the winners 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 build a new proposition.

Kevin Batchelor, Electric Robin co-founder, said: “Electric Robin are incredibly proud to have created Beer Masters, a show that taps into a ritual loved by millions – creating, sharing and appreciating amazing beers.”