When you think about digital disruption, beer or brewing is not an industry that first comes to mind. However, for an industry as old as brewing, the beer world’s ability to keep up with the times is almost second-to-none. An increasing number of breweries from around the world are beginning to realize that they could learn a thing or two from digital disruptors.
So today, on National Beer Day, we take a look at some innovative technology that is being adopted by the beer industry, and some success stories from pioneers and early adopters who found ways – using technology – to serve customers and consumers better, faster and cheaper.
No stranger to technology
AI and Machine Learning are already embedded across the beer industry, transforming everything from product development to customer engagement. These technologies are driving efficiencies and innovations, enhancing every aspect from flavour profiling to rapid formulation, allowing breweries to create more personalized and tailored products while staying ahead of changing consumer preferences.
The beer industry continues to evolve, adapting to new challenges such as shifting consumer preferences, climate change, and an increasingly competitive labor market. Digital marketing and apps have become central to breweries' strategies, offering deeper consumer insights and creating more personalized, social experiences.
Probably the most well-known example is Untappd, an app that allows users to score the quality of beers they’re drinking, see what their friends are drinking and even make recommendations depending on the user’s preferences – thus enhancing the consumer’s overall experience.
But aside from benefiting the beer drinkers, Untappd also helped the brewers and bar owners alike better understand their customer’s purchase behaviours and provided analytics to help them make strategic customer engagement and inventory decisions.
And while we’re on the subject of bars, we’d be amiss to not mention some innovation that breweries that sell their products at scale implemented. Working with us, Heineken simplified the process of ordering their products tenfold with an app.
“The first development we worked on together was a digital app we gave to our customers in Mexico, who are typically family-owned small shops. They were visited once or twice a week by a sales rep and he would take up the order and then it got delivered by our trucks. You can complement the sales rep with an app so they can also order directly themselves.” Jean-François van Boxmeer, former CEO Heineken told our managing partner Alexandra Jankovich during an interview in our CEO stories series. “Everybody has a smartphone. People find it easier to handle things online instead of having to wait for a sales rep. So we adapted to that.”
It’s like we always say: start from customer needs and then translate this into technical and organizational requirements. New technology in itself is not the goal, but when new technology can help to better fulfil a customer need and remove barriers that previously couldn’t be removed, we have a recipe for disruption.
Adapting in a digital-first world
The beer industry has undergone a significant transformation in recent years, embracing digital-first strategies that have become permanent parts of the business landscape. Breweries have rapidly adopted new models, such as direct-to-consumer sales and online platforms, rethinking traditional distribution channels and embracing e-commerce. The shift towards digital tools has not only helped breweries engage with customers more effectively but also allowed them to personalize offerings and streamline operations.
Generative AI (Gen AI) is also making a mark in the industry. A recent collaboration between Heineken Mexico and SparkOptimus highlights how AI is being integrated to drive efficiencies and improve customer satisfaction. By identifying over 50 potential AI use cases across Heineken Mexico’s operations, the company launched pilots in Sales and Customer Service and implemented off-the-shelf AI tools in Trade Marketing. This led to a 10% reduction in customer service time and a 2-point increase in NPS, showing how even early-stage AI adoption can deliver significant business impact. In Trade Marketing, AI-driven tools boosted efficiency by up to 50%, showcasing the power of these technologies in transforming operations. With these results, Heineken Mexico is set to continue its AI journey, fully supported by newly established teams and a structured innovation approach.
As consumer preferences evolve, breweries are tapping into subscription-based services, offering tailored experiences and expanding their reach without relying on traditional retail or bar distribution. This move toward e-commerce has provided breweries with a valuable opportunity to own the end-user relationship and data, leading to better margins, targeted products, and more direct connections with their consumers.
Tapping into the craft beer market in a whole new way
Of course, one can’t talk about digital disruption in the beer industry without referencing Beerwulf – or more accurately – how Heineken disrupted the craft beer market without brewing a new drink. Heineken recognized the seismic shift brought by digitization in how people connect, consume media, and purchase products. This insight led to a broad set of digital initiatives, launched in collaboration with us, across functions and markets worldwide. One of these initiatives was Beerwulf.
Beerwulf was born from Heineken's desire to tap into consumer trends around discovering and enjoying specialty beers. They set out to create a digital platform that allowed consumers to explore and buy beers from small breweries that lacked the infrastructure to reach broader markets. The platform provides a flexible, direct-to-consumer experience, offering curated beer selections from a variety of breweries.
From design to build to scale-up, we worked with Heineken to create this corporate venture, merging the growing demand for craft beer with the opportunities of e-commerce. Today, Beerwulf is a leading player in the European market, with over 1 million transactions per year, and its achievements have earned it recognition, including the 2018 Dutch Interactive Award (DIA).
Where to from here?
It’s clear that technology has played a pivotal role in how brewers make their beer and how people discover and enjoy it. While the tradition of brewing beer has deep roots, the industry has evolved significantly — today, the beer industry is one of the most technologically advanced in the world. Innovations across product development, distribution, and customer engagement highlight the industry’s progress and vast potential.
But let’s be clear: no industry is immune to disruption. Yet disruption isn’t a threat — it’s an opportunity. When leveraged effectively, it becomes a powerful tool for growth and innovation.
Digital transformation helps businesses—whether in beer or any other sector—organize around customer needs through streamlined processes, relevant KPIs, and enhanced digital capabilities. At SparkOptimus, we’ve worked with several leading businesses to design, build, and accelerate their direct-to-consumer (D2C) strategies and digital route-to-market solutions. Through these long-term partnerships, we work closely with our clients, equipping them with the right skills, tools, and insights to drive sustained growth.
Want to know more?
Heineken’s former CEO, Jean-François van Boxmeer and Alexandra Jankovich, Co-founder & Managing Partner of SparkOptimus discuss digital initiatives, transformation strategies, innovative start-ups and what it takes to lead in digital as one of the world’s largest brewers: Watch the interview here
Read here how we worked with Heineken to design and build Beerwulf…
… and how we helped digitise Heineken’s B2B Route-to-Market.
