Ivan Castroglobal CTO of Sons of Rivera Corporationleads one of the most ambitious technological transformations of the beverage sector in Spain in a company that already exceeds 880 million in turnover and is present in more than 75 countries.
Its vision involves a digitalization with a purpose that connects the value chain end to end, from the origin of the raw material to the final consumer, without giving up the artisan character that has always defined Galicia Star and the rest of the group’s brands.
In this conversation, Iván Castro tells us how the organization has become a clearly data-driven company, relying on integrated architectures, shared data models and advanced analytics to gain agility, efficiency and the ability to anticipate in all its operations.
One of the pillars of this strategy is Be2Barthe new digital solutions platform with which Corporación Hijos de Rivera wants to accompany the HORECA channel in its own transformation. It is an ecosystem designed to put technology at the service of the hotelier, integrating everything from commercial management tools and loyalty programs to energy management, sustainability and business intelligence modules with access to real-time sales data.
Be2Bar aims to reach 20,000 users in its first half of deployment, with the aim of facilitating simpler, more efficient and sustainable management of each location, helping to control costs, optimize energy consumption, improve planning and strengthen the relationship with the end customer.
Against this backdrop, Iván Castro explains in the interview how initiatives such as Be2Bar and the Circular Breweries project They fit into a broader strategy of positive impact towards the company’s allies. In addition, it details the role of Artificial Intelligence, automation and cybersecurity in the evolution of Corporación Hijos de Rivera, as well as the talent and culture challenges necessary to face a future marked by constant change in the beverage industry.
(MCPRO) What strategic role does technology currently play in the evolution of Corporación Hijos de Rivera, both in the digitalization of operations and in the innovation of new products?
(Iván Castro) Technology plays a key role in the evolution of Corporación Hijos de Rivera. We have been promoting a digital transformation for more than a decade that allows us to be more agile, efficient and more connected with our clients and strategic allies, without losing our artisan heart: care for processes, for details.
Our approach is based on purposeful digitalization, continually adapting our operational and business processes to improve efficiency, drive sustainability and strengthen the customer experience. This digital roadmap covers the entire organization and includes initiatives such as Be2Bar, aimed at providing useful and accessible technological solutions for the HORECA channel, as well as accelerating innovation in the sector.
(MCPRO) Given the great diversification of the company’s products (beers, ciders, wines, waters and others), how does the IT area ensure the efficient integration of all production and commercial processes, maintaining a global vision of the business?
(Iván Castro) Our main challenge, and at the same time a great opportunity, is to manage this diversity while maintaining a global vision of the business. From the IT area, we work with common platforms, integrated architectures and shared data models that allow us to effectively connect all processes, from the origin of the raw material to the final consumer, regardless of the product category.
The key is to combine standardization, to gain efficiency and control, with the necessary flexibility to respect the particularities of each line of business.
(MCPRO) What have been the main technological challenges in recent years to guarantee traceability, quality and safety throughout the life cycle of your products and what innovative solutions have you implemented?
(Iván Castro) One of the main challenges has been to accompany the hospitality sector in its own transformation process, while guaranteeing traceability, quality and safety throughout the life cycle of our products. To achieve this, we make technological solutions available to the channel, such as Be2Bar, to help them move towards more competitive, efficient and sustainable models.
In this context, we continue to develop new functionalities, promoting initiatives aimed at channel digitalization, intelligent process automation, advanced use of data and sustainability as strategic axes.
(MCPRO) How do you approach the data challenge (collection, analysis and exploitation) from the technological area?
(Iván Castro) At the company we speak DATA, we consider ourselves a DATA driven company. At its core, it is about mastering technology, understanding business processes, and understanding people (as generators and consumers of data).
Relying on the best partners such as SAP or Google, we use optimal technology to obtain and store all the necessary data (internal and external) with the frequency that the business requires. The knowledge we have of the business allows us to measure, analyze and control all its variables from any point of view, facilitating intensive exploitation for our employees in a self-service mode and ensuring the quality and reliability of the data in a centralized manner.
(MCPRO) What weight does technology have in Corporación Hijos de Rivera’s sustainability and circular economy strategies, both in the field of manufacturing and in distribution and customer experience?
(Iván Castro) Technology is an essential enabler in our sustainability and circular economy strategies. It allows us to optimize resources in manufacturing processes, reduce emissions, control energy consumption and improve distribution efficiency.
We have environmental control and measurement systems that help us make data-based decisions and meet our commitments regarding positive impact. In addition, we develop digital tools that allow our HORECA channel clients to better manage their energy consumption and move towards more responsible models.
(MCPRO) What is your vision on the role that Artificial Intelligence can play, both in improving productivity and in product innovation and personalizing the customer experience? What specific learnings and challenges do you highlight in the deployment of AI within the group?
(Iván Castro) Artificial Intelligence has enormous potential in sectors like ours. At Corporación Hijos de Rivera, we see it as a tool that can help us anticipate behaviors, optimize operations and personalize interactions with our clients and consumers.
We are already applying advanced analytics to our own ML models in areas such as sales, energy or demand forecasting, and we are exploring new AI opportunities in service improvement, product innovation and operational efficiency. The most relevant challenge is to find the balance between technology and human value, innovation and our artisan character and, above all, overcome the barrier of adoption. To do this, we have launched EstreIA, an internal office for adoption and transformation through AI in which all areas of the company participate.
(MCPRO) From your experience and vision as CTO, what do you consider to be the key technological trends for the beverage sector in the coming years and how is Corporación Hijos de Rivera preparing to anticipate and lead these changes?
(Iván Castro) The future of the sector involves increasingly connected models, where industrial digitalization, data and Artificial Intelligence allow comprehensive management of the value chain. Traceability, sustainability based on figures and the personalization of the experience will be key differentials.
At Corporación Hijos de Rivera we are preparing, reinforcing our strategy with projects such as Be2Bar, investing in scalable technological platforms, cybersecurity and talent development. All of this with a clear objective, to anticipate changes and continue leading from a comprehensive, connected and sustainable vision of the business.
The great challenge is to prepare the company for constant change, we cannot always anticipate what the technological trends will be, or which will provide more value, what we do know is that it will bring changes and both the technology team and the rest of the organization must be prepared to address this constant change as part of the culture.
