Can we take inspiration from Barbie for our next beer?

Barbie being released this year is no mistake. Pantone’s color of the year is Viva Magenta, which they described as a color that encourages experimentation and self expression without restraint. A movie that showcases the trendiest color the year, coincidence? So the question then becomes, what other trends can we take away from Barbie?

2023 was identified as the year “for people to march to the beat of their own drum” by Jennifer Zhou, the global director of product marketing, flavors at ADM. She said that shoppers want products and flavors with punch. For instance, “this new wave of self-expression is bringing forth unique flavors coupled with saturated shades. Deep, vibrant pink - think ‘Barbiecore’ - is a trending shade, which we’ll see paired with pink grapefruit, dragon fruit and fruit punch flavors.”

Consumers today engage with their products in a different way. They want the beer they order at the tap room to be able to be featured on their Instagram and represent the moment they experienced. So that begs the question, what beer do you make, that in a single post, embodies a vibe that is bold, fun, energetic, and can capture a consumer’s one of a kind lifestyle? What is your BarBIER?

Not inspired by just Barbie pink alone? Maybe your inspiration will come from (we will stick with the barbie theme here) International Barbie. Jen Lyons, the marketing manager at Sensient Flavors & Extracts, notes that consumers are drawn to flavors that transport them to “another time or place.” She added that “with the uncertain economy and inflation on the rise, consumers are looking for an escape, and they are willing to push the envelope to try new (flavors).” Jen also expects that Korean, Indian, Mexican, Peruvian and Ethiopian flavors will continue to appeal to consumers, and that fusions will continue to trend (i.e. Mexican/Asian).

The new product development process is challenging because it looks for the product that is at the center of a venn diagram, and that center can be hard to find. Breweries need recipes that speak to the consumer and what they are looking for but also be representative of who they are as a craft brewery. The BarBIER beer could be a perfect harmony of these two things: a beer that encourages experimentation and is a self expression of the brewery that will resonate with the consumer. So what beer is waiting to be brewed that is big, bold, and flavorful? Will it be a fusion of international flavors that has a magenta hue? Will it be a horchata inspired beer for the holidays? Will tepache be your muse? The options are endless - where will they take you and your team?

I challenge us all to find our inner BarBIER because as she would say “you can be anything” - which means our beers can be anything!

Here’s to thinking outside the box - Cheers!