The WeissBeerger app can track on-premise consumption in real time

Anheuser-Busch InBev has bought an Israeli technology firm that specialises in consumption analytics.

The brewer confirmed today it has acquired Tel Aviv-based WeissBeerger. AB InBev said WeissBeerger is a “leading analytics start-up focused on the beverage industry and brings strong capabilities in big data, algorithms and machine learning”.

The company added that the purchase will improve its data use and allow it to better connect with customers and serve the needs of consumers.

“Understanding consumer trends and insights is critical to ensuring we are continually diversifying and innovate our brands to offer consumers more choice with the same quality,” AB InBev said in a statement.

The company did not disclose financial details, however the Calcalist technology site, which broke the story today, said the deal was “estimated at tens of millions of dollars”. It also said WeissBeerger is expected to become AB InBev’s research and development centre in Israel.

WeissBeerger owns an app used in pubs and bars that allows it to track beverage consumption in real time in any on-premise account. The app makes use of a smart-tap device that can be connected to any beer keg to track flow. The company calls it the “ultimate tool” for brewery sales and marketing managers.

“The connected bar is all about giving breweries and bars a real-time understanding of the market in order to optimise pricing, manage inventory, and, most importantly, create a one-of-a-kind experience for consumers,” the company says on its website.

Weissbeerger has operations throughout Europe, Asia, North & South America and Israel.