Having a small brewery, selling beer in your own pub or in a store
around the corner, makes things easy to a certain point. There is a
direct line of supply and feedback. A beer drinker comes, orders a beer
that is listed on the board, pays for it, and hopefully loves it. The
key here is that the feedback on the quality is immediate and the
supply chain is easy to manage. For companies faced with the challenges
of selling beer through distributors the situation is quite different.
On one side the support of daily operations is continually expanding,
and on the other side there is a step back from craftsmanship and direct
personal feedback. This is the real world that will embrace us sooner or
later, a world of the future. This article offers a glimpse into this
world and showcases future realities.