Fearless Leader helps brewers in the constant 'War for Attention'


Name familiarity and a great deal of exposure ensure greater consumption, turnover, growth, etc. Name familiarity is, in essence, life insurance for beer. “It is a constant fight for attention. Both small, emerging breweries and established names use the functionality offered by Fearless Leader to target and dose their efforts as effectively as possible,” explains Steven De Backer, Product Manager Fearless Leader. 

How can brewers win the war for attention?

Brewers all use the same ingredients – water, grain, hops and yeast – but each of them tries to make a unique brew. The thirsty consumer must be convinced and the most effective way of doing this is by tasting.  

“What makes the beer market special is that field workers visit sales points but also bars and other locations where beer is consumed. They can do all that with one app, Fearless Leader, which enables them to carry out all their tasks. Dozens of brewers use our app and that speaks volumes,” says Steven De Backer. “Our many years of experience in the sector and customisation in fast moving consumer goods means we have become the go-to for the CRM field worker, particularly among brewers.” 


Fearless Leader

Assortment checks and store checks

“Brewers, both large and small, check the results that they realise in detail on site. To what extent did a particular activity – beer of the month, for example – have an impact? Where have we stayed on the map? This takes into account a range of factors, including the number of draught beers, the presence of certain rivals, and so on.” 

“Larger brewers also work with sales contracts. So, you see, it is often a complex puzzle. But large or small; it all comes down to gathering the right information which allows you to offer the right promotion or offer at the right place.  

“Many more offers have emerged over the past few years,” says Steven, himself an amateur brewer as followers of Cegeka will already know. “Small breweries with local beers, experimental brews and so on. You see them as soon as you walk into the larger alcohol retailers. Furthermore, these breweries also have extra products; Brouwerij Wilderen and Het Anker have whiskeys, for example, the Nest brewery has a barley wine, Chimay has cheeses…”  

“Once they have survived the start-up phase, breweries in this complex and highly competitive environment can seriously benefit from the benefits of deploying Power BI, Microsoft's business intelligence tool available in Fearless Leader. This allows them to maximum results from the collected data.” 

In the approximately uniform brewing process of scraping, mashing, clarifying, boiling, lagering, filtering and brewing in kegs or bottles... the finesse and craftsmanship make the difference. And that is equally true with customer relations management. With the difference that Fearless Leader offers the brewers Artificial Intelligent and powerful digital assistance. 



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