An in-house platform suite for global brewers
BrewOS replaces the CRM–commerce–middleware sprawl in your route-to-market with one platform your company owns: order capture, stock, loyalty, returnables, delivery and analytics on a single event bus, run by a team of ~20 engineers. Features ship in days instead of quarters, retailers get a consumer-grade app, and the per-seat licences and middleware come off the budget. Your SAP financial core stays exactly where it is.
The industry ledger — public record, not our numbers
Every figure above is sourced: company results releases and investor-event transcripts (2021–2026) · England & Wales High Court, [2017] EWHC 189 (TCC) · published enterprise-loyalty implementation guides. We keep the companies unnamed on principle — the source file is yours for the asking.
The problem
Say revenue management wants a returnables-aware combo: buy ten cases, hand in your empties, earn 2× points. Watch what shipping it actually takes.
Voices from the industry
The people who run the world’s biggest beer businesses have said all of this on the record — at investor events, in interviews, in transcripts anyone can read.
“At the end of the day, retailers shop for a living. We were seeing that all the benefits that consumers saw in their day-to-day lives — in terms of convenience, a wide variety of products at a very good price, flexible delivery — were not being translated to the retailer.”
“…we can leapfrog one or two generations of transformation, going from that world of very inflexible, static, wall-to-wall ERP systems to a world of modular, flexible, cloud-based global platform.”
“This modern architecture also drastically reduced the platform’s dependencies on our legacy ERP systems, which would have been a barrier to providing many of the most valued and utilized features…”
Quoted verbatim from public transcripts and interviews. Companies unnamed by design — sources on request.
The suite
Eight services, one domain model, one event bus. Each replaces a line in your software budget — and every one of them speaks beer natively.
B2B storefront and telesales replacement for the fragmented trade: customer-specific pricing, credit limits, suggested orders, offline-first ordering for outlets on a two-bar connection.
Points, tiers, challenges, combos, coupon-funded mechanics — per market, per outlet segment. A new mechanic is a deploy, not a cross-vendor program.
Empties, kegs, crates and deposits as first-class objects: balance per outlet, netting on the next delivery, reverse-logistics routing. Not a customization — a module.
Real-time availability by depot, allocation and substitution rules, promise dates the app can actually keep — because stock hears about every order the moment it happens.
Drops, routes, proof of delivery, cash and credit settlement at the door — and empties pickup planned into the same run, because the ledger already knows the balance.
Rep app with visit plans, tasks and perfect-store checks; telesales console; catalog, pricing and promo administration your commercial team can drive without a ticket.
iOS, Android and PWA from one codebase, branded per OpCo. New markets launch as configuration — catalog, currency, language, tax — not as new implementations.
Every event lands in a queryable store as it happens. A public API and an MCP server mean your analysts — and your AI agents — work against the whole system, not last night’s export: enough context to plan, estimate and execute real work.
Architecture
Every BrewOS service publishes to and subscribes from one event stream. An order placed at an outlet is known to stock, loyalty, delivery, analytics and finance in milliseconds — there is no nightly batch, no middleware translation chain, no “the numbers reconcile on Tuesday.”
We do not touch your financial core. SAP receives postings as a subscriber on the bus, the way it already consumes IDocs today. BrewOS takes over the route-to-market layer capability by capability — a strangler pattern, old and new running side by side until you choose to switch each flow. No big bang, ever.
And because the bus is also your public API and MCP server, integration stops being a project category. Analytics, revenue-growth models, data-driven decisions, the next tool nobody has invented yet — they plug into live data with a key, not a nine-month integration program.
Why now
It worked, spectacularly — that platform moved $52.5B in GMV last year, and over 70% of the company’s revenue now arrives through digital B2B. Its product chief said the quiet part out loud: the in-house architecture “drastically reduced the platform’s dependencies on our legacy ERP systems.”
The only reason the rest of the industry didn’t follow was the bill: a thousand-engineer platform organization was a bet only the biggest balance sheet in beer could make.
AI-augmented engineering has changed that arithmetic. A team of ~20 that knows beer distribution from the inside — OpCos, empties, telesales scripts, IDoc postings — now ships what used to take hundreds. Decisions that took a steering committee take a conversation.
And a system built by one team stays small enough that one team — and one AI — can hold all of it in context. That is the entire trick. Nothing is ever “another vendor’s module.”
The economics
Run-rate, side by side — modelled in the open
For scale: the 2019 way to own your stack was a 1,200-engineer platform organization — a nine-figure annual bet only the world’s largest brewer could make. AI-augmented engineering is what makes twenty people enough. That, not cheaper software, is what changed.
Your numbers will differ by market and seat count — so in week one of the pilot we rebuild this model with your procurement team, against your actual contracts, and you keep the model whatever you decide.
Fair questions
The offer
Pick a market where the pain is sharpest. We build there, live, against your measures — and the code is yours whatever you decide.
Event bus stood up in your tenancy. Order capture, catalog and customer-specific pricing live, synced with your ERP. First outlets ordering for real.
Stock, delivery and the returnables ledger go live — empties balances per outlet, netting on delivery. Telesales console replaces the call sheets.
Points, combos and challenges launch. Then the demonstration that matters: you pick a new mechanic, we ship it inside a week.
Full review against the agreed criteria: order digitization, feature lead time, cost-to-serve versus your current stack. Scaling is your call — so is the code, and the fully documented, agent-first workflow that ships with it.
Start here
Tell us the combo, the returnables rule, the loyalty mechanic your stack couldn’t ship. In a 30-minute walkthrough we’ll show you how we’d build it — and what a pilot around it would look like.