Like many other industries, the brewing industry is embracing generative artificial intelligence. Beer-drinking consumers can also reap some of the benefits of AI.
England’s St. Austell Brewery proudly announced earlier this year that the recipe for its new IPA, Hand Brewed by Robots, was created by AI – a year after Beck’s said Autonomous was one of the first beers created entirely by AI. Diageo, parent company of Guinness, has used AI for packaging design and other tasks, and Heineken says it is using AI to query data, including more than “8,000 files of consumer information, interviews and reports, for real-time insights and faster time to market.” to market.”
King Charles III poured a pint in 2001 when he was Prince of Wales at England’s St. Austell Brewery, which recently used an AI recipe to create a new IPA. (Photo by Tim Graham Photo Library via Getty Images)
Tim Graham Photo Library via Getty Images
“We have embraced AI across our operations in areas such as revenue management, commercial mix optimization, sales execution and R&D,” said Jurgen Nijkamp from Heineken’s global research and development department.
AI can “supercharge the technologies that are already having a positive impact in the alcohol and brewing industries,” says Thor Olof Philogène, CEO and co-founder of Stravito, the company responsible for the generative AI chatbot used by Heineken.
AI can answer such questions, says Philogène, such as: “What do European millennials think about non-alcoholic beer?”, “What are consumer barriers/motivations to buy cider?” or “What are some trends in sustainable packaging in 2024?”
The taste of a beer is “the most important factor in consumer appreciation,” says Lalo Luna, head of global strategic insights at Heineken, but “AI has the potential to improve the overall experience by providing personalized suggestions.”
AI can “provide on-demand personalization, recommend specific beers for certain moments and suggest food combinations,” he says, “making it easier to choose the right beer for the right occasion.”
Visitors in Amsterdam, Netherlands, flock every day to the Heineken Brewery, which uses generative artificial intelligence to help make the beer. (Photo by Schöning/ullstein bild via Getty Images)
ullstein photo via Getty Images
At Heineken, AI has “played an important role in deepening our understanding of consumers and customers,” says Luna. By analyzing massive amounts of data, AI “helps tailor insights and strategies faster and with greater accuracy.”
AI allows Heienken to “anticipate changing consumer preferences and deliver a more personalized, engaging beer experience,” he says.
Beck’s, part of brewing giant AB InBev, says it has asked AI for ideas to celebrate the brewery’s 150th anniversary. “We asked for a recipe and out of millions of possible combinations it gave us a perfect mix of yeast, malt, water and hops, and we got to work,” says Beck’s website. “Autonomous is one of the first AI creations to really move from code to screen and into the real world, where people can feel, smell and taste it.”
ChatGPT was asked by this journalist how AI can benefit beer-drinking consumers. His response:
“AI can significantly improve the beer drinking experience for consumers in several ways:
“1. Personalized recommendations. AI can analyze individual preferences based on previous purchases, taste profiles and reviews to suggest beers that consumers are likely to enjoy.
“2. Suggestions for flavor combinations. AI can recommend food combinations based on the specific beer characteristics, helping consumers improve their tasting experience.
“3. Virtual sommelier. Through chatbots or apps, AI can act as a virtual beer expert and answer questions about different beer styles, breweries and brewing processes.
“4. Augmented Reality (AR) experiences. Consumers can use AI-powered AR apps to scan beer labels and access detailed information about the beer, including flavor notes, brewing methods and food combinations.
“5. Social characteristics. AI can connect beer lovers with similar tastes, enabling discussions and recommendations via social platforms or apps.
“6. Suggestions for events. AI can help consumers find local beer events, tastings or festivals based on their interests and preferences.
“7. Brewing Education. AI-powered platforms can provide personalized learning paths on beer styles, brewing techniques and tasting notes for those looking to deepen their knowledge.”
