At this year’s Mondial de la Bière, something extraordinary happened: beer lovers didn’t just drink — they decided. Through open voting on social media, the public chose the styles, ingredients, and even the names of four brand-new beers brewed by some of Brazil’s most daring craft breweries.
The People’s Picks:
- Triple IPA with tangerine – Hocus Pocus
- Session IPA with Simcoe dry-hopping – Three Monkeys Beer
- Double Hazy IPA with pineapple and coconut – Rabugentos
- Sour with mango, murici, smoked habanero & orange leaf – Severa + Órbita
This wasn’t a marketing stunt. It was a bold experiment in collaborative creation, where the consumer becomes co-author of the experience.
Women Leading the Way
The event also spotlighted “Created by Her, Led by Her”, a project by Luiza Lugli Tolosa of Cervejaria Dádiva, empowering women to lead recipe development and brewing. It’s a powerful reminder that innovation thrives when diverse voices take the lead.
What This Means for the Industry
- Co-creation is the new frontier: Consumers want to shape what they consume.
- Gamification drives engagement: Voting, tasting, storytelling — it’s all part of the experience.
- Diversity fuels creativity: Inclusion isn’t a trend; it’s the engine of innovation.
Beer is no longer just a beverage. It’s a platform for expression, connection, and collaboration. The future of brewing isn’t just in the hands of experts — it’s in the hands of everyone.
Written by Maria Anita Mendes
Craft beer writer | Cultural strategist | Flavor explorer
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