Like many other industries, the brewing industry is embracing generative artificial intelligence. Beer-drinking consumers may also be reaping some of AI’s rewards.
England’s St. Austell Brewery proudly proclaimed earlier this year that the recipe for its new IPA, Hand Brewed by Robots, was created by AI — one year after Beck’s said its Autonomous was one of the first beers totally created by AI. Diageo, the parent company of Guinness, has used AI for packaging design and other tasks, and Heineken says it uses AI to query data, including more than “8,000 files of consumer information, interviews and reports, for real-time insights and quicker time to market.”
King Charles III pulled a pint in 2001 when he was the 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,” says Jurgen Nijkamp of Heineken’s global research and development department.
AI can “supercharge the technologies that are already delivering a positive impact in the alcohol and brewing industry,” says Thor Olof Philogène, CEO and co-founder of Stravito, the company responsible for the generative AI chatbot used by Heineken.
AI can respond to such questions, Philogène says, as, “How do European millennials feel about non-alcoholic beers?”, “What are consumer barriers/motivations for buying cider?” or “What are some trends in sustainable packaging in 2024?”
The taste of a beer is “the key factor in consumer appreciation,” says Lalo Luna, Heineken’s global strategic insights lead, but “AI has the potential to enhance the overall experience by offering personalized suggestions.”
AI can “provide on-demand personalization, recommend specific beers for particular moments and suggest food pairings,” he says, “making it easier to choose the right beer for the right occasion.”
Visitors in Amsterdam, Netherlands, flock daily to the Heineken Brewery, which is using generative artificial intelligence to assist its beer making. (Photo by Schöning/ullstein bild via Getty Images)
ullstein bild via Getty Images
At Heineken, AI “has been instrumental in deepening our understanding of consumers and customers,” Luna says. By analyzing vast amounts of data, AI helps “tailor insights and strategies more quickly and with greater accuracy.”
AI enables Heienken to “anticipate evolving consumer preferences and provide a more personalized, engaging beer experience,” he says.
Beck’s, which is part of brewing giant AB InBev, says it asked AI for ideas to celebrate the brewery’s 150th anniversary. “We asked it for a recipe and out of millions of potential combinations, it gave us a perfect blend of yeast, malts, water and hops, and we got brewing,” Beck’s website says. “Autonomous is one of the first AI creations to truly crossover from code, to screen and into the real world, where people can feel it, smell it and taste it.”
ChatGPT was asked by this journalist how AI can benefit beer-drinking consumers. Its response:
“AI can significantly enhance the beer-drinking experience for consumers in several ways:
“1. Personalized Recommendations. AI can analyze individual preferences based on past purchases, flavor profiles and ratings to suggest beers that a consumer is likely to enjoy.
“2. Flavor Pairing Suggestions. AI can recommend food pairings based on the specific beer characteristics, helping consumers enhance their tasting experience.
“3. Virtual Sommelier. Through chatbots or apps, AI can act as a virtual beer expert, answering 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 pairings.
“5. Social Features. AI can connect beer enthusiasts with similar tastes, facilitating discussions and recommendations through social platforms or apps.
“6. Event Suggestions. AI can help consumers find local beer events, tastings or festivals based on their interests and preferences.
“7. Brewing Education. AI-driven platforms can offer personalized learning paths about beer styles, brewing techniques and tasting notes for those looking to deepen their knowledge.”
