The Challenge
In Colombia—like in many other countries—beer isn’t just a beverage, it’s a social ritual rooted in daily life. It represents connection, spontaneity, and shared moments in spaces like corner stores. These neighborhood shops are crucial to everyday commerce and act as important social hubs. While they account for over 70% of beer sales, they often lack the tools, ambience, and stimuli to deliver emotionally engaging or differentiated brand experiences. Meanwhile, bars and clubs have redefined expectations around alcohol consumption—curating immersive atmospheres with music, lighting, and service that enhance perceived value. As a result, they’ve steadily grown their share within the category. This growth brings a dual threat: it draws attention toward more curated experiences. It expands consumer access to cocktails, spirits, and other alternatives—fragmenting choices and eroding beer’s dominance in social occasions. This shift has put pressure on traditional stores—not in reach or relevance, but in their capacity to influence preference and drive consumption. Left unaddressed, they risk becoming passive sales points in a competitive and evolving category.
The Solution
As we say in Colombia, some songs make you want to crack one open. What seemed like just a local saying turned out to be true—we proved it using first-party data from 350,000 shopkeepers, in-store footage, social content, and scientific research. This insight became the foundation of Beer Beats—a system that used AI and behavioral data to create playlists scientifically designed to increase dwell time and beer consumption. By harnessing the power of audio, we transformed music into a catalyst for connection and consumption, enhancing the shopping experience and driving growth through the universal language of sound.