Liam Mulhall responded to a post on open source marketing. Apparently they (Blowfly) have been practising this way of doing business for a while now, have a look at their website for more info.
"We're the lunatics from Brewtopia. Backed by one of the best up and coming breweries in the Australia, in 2002 we created a beer built on a concept we called Viral Equity - thousands of people across 20 countries helping us make a brand new beer over the internet. Crazy? Yes. Doomed to fail? Yes. But it didn't.... And for giving us input we gave those folks a chance for stake in the company!"