NTT DATA | AB-INBEV | MICROSOFT
Beer giant AB-InBev joined forces with NTT DATA and Microsoft to put even the most remote beer retailers in the picture
When it comes to enjoying a beer , not all countries and palettes are the same . Managing the vast range of wants and needs of the beer drinkers across the globe presented almost insurmountable challenges to even the biggest brewing conglomerates . Not anymore . Beverage giant AB-InBev has joined forces with NTT Data and Microsoft to put even the most remote beer retailers in the picture
Three generations ago the great English writer , George Orwell suggested the people of the world could be defined by the way they liked to drink their beer . Some things never change .
Here in the allegedly sophisticated , technology driven 21st Century First World we are used to an almost inexhaustible range of hops , barley and yeast-based beverages — delivered in a mind-boggling variety of ways . Across Europe computerized Key Kegs can blast out fresh craft beer under pressure from plastic drums , through valves and tubes and into pristine , sparkling glasses , newly washed in digitally programmed machines . In the UK , beer drinkers are still partial to pumps and taps attached to wooden barrels . Ironically , in this modern age even beer in a can is making a comeback .
But take a trip across the Caribbean , or to Latin America or South Africa and you are a world away from Orwell ’ s Moon Under Water public house .
30 April 2022