{"id":24411,"date":"2018-02-07T13:18:29","date_gmt":"2018-02-07T13:18:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/ab-inbev-quenches-thirst-data-tech-acquisitions\/"},"modified":"2018-02-07T13:18:29","modified_gmt":"2018-02-07T13:18:29","slug":"ab-inbev-quenches-thirst-data-tech-acquisitions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/ab-inbev-quenches-thirst-data-tech-acquisitions\/","title":{"rendered":"AB InBev lest dorst naar data met technologie-overnames"},"content":{"rendered":"<p>Bier wordt data bij <strong>AB InBev<\/strong>: de grootste brouwerijgroep ter wereld investeert via overnames sterk in big data. Ze wil alles te weten komen over bierdrinkers en hun drinkgewoontes, in de hoop zo te blijven groeien op de steeds sneller veranderende biermarkt.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Weissbeerger zet drank om in data<\/h2>\n<p>Zoals zowat alle grote multinationals zet AB InBev vandaag in op data. Vorige week nog kocht de brouwerijgroep <strong>Weissbeerger<\/strong>, een bedrijf dat meetapparatuur in caf\u00e9s installeert. Onder de slogan \u201c<em>turning drinks into data<\/em>\u201d laat het AB InBev voortaan precies meten hoeveel bier waar en wanneer wordt verkocht, welke biersoorten in de smaak vallen en bij welk type klant naargelang van het soort caf\u00e9.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u201cDankzij Weissbeerger kunnen we de horeca-uitbaters waarmee we samenwerken beter ondersteunen en kunnen we nog beter <a href=\"https:\/\/www.tijd.be\/ondernemen\/voeding-drank\/De-niet-te-stillen-datahonger-van-Carlos-Brito\/9979564\" target=\"_blank\" rel=\"noopener\">inspelen op de veranderende behoeftes van de consument<\/a>\u201d, legt woordvoerder Peter Dercon uit aan De Tijd. Data is macht, begrijpen ze bij de bierproducent, zeker nu consumenten in een verzadigde markt op zoek gaan naar nieuwe alternatieven, zoals speciaalbieren.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>AB InBev kocht in 2016 al bierwebwinkel <strong>Hopt.be<\/strong>, waardoor het toegang kreeg tot het onlinekoopgedrag van bierliefhebbers. De biermagnaat heeft ook dergelijke bierwebshops in onder meer Frankrijk en het Verenigd Koninkrijk in het bezit. Zelfs in RateBeer, een van de grootste\u00a0bierrecensiesites, heeft de brouwerij een minderheidsbelang.<\/p>\n<p>\u00a0<\/p>\n<h2>Data- en innovatielaboratorium ZX Ventures<\/h2>\n<p>Al die databedrijven brengt AB InBev onder in ZX Ventures, het innovatielaboratorium van de Braziliaans-Belgische bierfabrikant. \u201cZX Ventures heeft toegang tot onderzoek en technologie van AB InBev. Het werkt ook samen met startups\u201d, vertelt Decron. \u201cWe onderzoeken er mogelijkheden buiten onze klassieke domeinen.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>De aard van dat onderzoek maakt e-commercedirecteur\u00a0Guilherme Lebelson meteen duidelijk: \u201cDe data die we verzamelen van onze klanten en hun ervaringen op onze e-commerceplatformen zijn cruciaal voor ons groeiende bedrijf. We kunnen er onze producten doorlopend mee verbeteren, want data geven ons een inzicht in naar welke productsoort onze klanten op zoek zijn.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>De grote hoeveelheid data laat met andere woorden binnenshuis marktonderzoek toe en dat is nodig, aangezien de brouwerijreus in de verzadigde Westerse markten te kampen heeft met verscherpte concurrentie van speciaalbieren en zogeheten \u2018craft brewers\u2019, artisanale brouwerijen die snel en radicaal innoveren op de biermarkt.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Concurrentie van artisanale brouwerijen<\/h2>\n<p>Ook kleinere brouwerijen van speciaalbieren brengt AB InBev daarom onder bij ZX Ventures: de brouwerij achter <strong>Tripel Karmeliet<\/strong> en <strong>Kwak<\/strong> behoort bijvoorbeeld tot de tientallen recente overnames. Slim datagebruik laat AB InBev toe om alvast sneller mee te innoveren: het kan trends vlug spotten via onder meer RateBeer, eventueel producten testen in de bierwebwinkels en de juiste locaties voor lanceringen bepalen dankzij Weissbeerger.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cHet is logisch dat AB InBev zich geworpen heeft in data\u201d, besluit UGent-professor Erik Mannens in De Tijd.\u201cAlle grote bedrijven doen het. Technologiebedrijven zoals <strong>Google <\/strong>en <strong>Microsoft <\/strong>zijn er groot mee geworden en ook steeds meer klassieke bedrijven leggen zich erop toe. Het is de ideale manier om inzichten op te doen en daarmee nieuwe markten te betreden of te groeien in verzadigde markten.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bier wordt data bij AB InBev: de grootste brouwerijgroep ter wereld investeert via overnames sterk in big data. Ze wil alles te weten komen over bierdrinkers en hun drinkgewoontes, in de hoop zo te blijven groeien op de steeds sneller veranderende biermarkt. \u00a0 Weissbeerger zet drank om in data Zoals zowat alle grote multinationals zet [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":24409,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-24411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AB InBev lest dorst naar data met technologie-overnames - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Bier wordt data bij AB InBev: de grootste brouwerijgroep ter wereld investeert via overnames sterk in big data. 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