In 1999, the proprietors of the Delaware-based Dogfish Head Craft Brewery partnered with scientists from the University of Pennsylvania Museum of Archaeology and Anthropology to conduct an analysis of drinking bowls excavated from a tomb in Turkey believed to be that of King Midas. The bowls contained traces of a brew that devotees drank at a farewell dinner near the tomb about 2,700 years ago. According to the analysis, the beverage included ingredients like grapes, saffron and honey. After the analysis, Dogfish Head recreated a version of the brew, bottled it and named it Midas Touch, which remains a favourite among many of the brewery’s customers.

(Source: Harvard Business Review)

Published in Dawn, Business & Finance weekly, May 30th, 2016