How a Spanish brewing company uses tech to guide its business strategy

Known for brands such as Estrella Galicia, 1906, and Cabreiroá, Hijos de Rivera has maintained a legacy for over a century as a family-owned, independent company that has successfully expanded internationally without losing its identity.

In addition to preserving its tradition, the group also looks ahead, and is deeply invested in digitalization as a strategic lever to both become more efficient and to innovate services. So over the last few years, a transformation strategy has modernized the company’s tech infrastructure and expanded its ecosystem of partners, especially in the hospitality sector.

As emerging technologies appear at such a fast pace, digitalization is a long-term process that requires vigilance and embracing throughout the entire organizational culture. “We’ve been immersed for years in a continuous process of transformation with the goal of becoming more agile, efficient, and better connected with our clients and partners,” says Iván Castro, the company’s global CTO. To achieve this, Hijos de Rivera is constantly adapting its internal and external processes to respond to the evolving needs of the business.

This transformation allows the company to generate new opportunities, as well as improve operational efficiency, sustainability of processes, and the customer experience. “That’s why every project and tool we develop brings us closer to a more connected and intelligent company focused on creating added value,” he says.

One strategy, four pillars

Since 2017, the company has defined a strategic framework based on ensuring constant progress of transformation, developing and implementing new digital business models, fostering an open innovation ecosystem that accelerates technological opportunities, and collaborating with startups and strategic partners to drive and scale digital solutions.

This four-part approach has allowed a seamless integration of technology, culture, and business, and has impacted internal processes, from modernizing production and logistics systems to integrating digital tools into business operations. “Technologically, we rely on major partners, SaaS solutions, and a broad network of collaborators that allow us to grow and scale at the pace the company demands,” says Castro.

The intersection of data and AI

A key element of this transformation is using data as the basis for decision-making. The company defines itself as an organization focused on information analysis and the use of advanced technologies. “We’re an entirely data-driven company,” says Castro.

Within this approach, Hijos de Rivera is developing its own ML models and has created an internal office called EstreIA, which is dedicated to promoting the adoption of AI across all areas of the company.

So IT acts as a main catalyst for change. “The technology and digital transformation department is a strategic area that leads our transformation,” he says. Its function is to facilitate the connection between teams, processes, and technology, and lead digital processes from the executive committee.

Digitalization for the hospitality sector

One project framed within this strategy is Be2Bar, a platform designed to promote technological innovation and allow Hijos de Rivera’s transformation to extend to its partners.

The initiative aims to put technology at the service of bars and restaurants to help them manage their businesses more efficiently and sustainably. To this end, the tool integrates various functionalities that allow for improved daily management within establishments. “It’s a comprehensive solution that combines business management tools, customer loyalty programs, energy control, and real-time sales data analysis,” says Castro.

The platform incorporates technologies such as advanced analytics, interactive dashboards, as well as recommendation systems designed to improve decision-making and optimize operating costs for hospitality businesses. Ultimately, the goal is for establishments to access key information about their operations and better manage resources like energy consumption and sales planning.

In addition to improving operational efficiency, Be2Bar aims to strengthen Hijos de Rivera’s role as a strategic partner to the sector. “We want to continue consolidating our position for the hospitality industry, offering tools that add value to the daily operations of establishments,” he says. “The short-term goal is to reach 20,000 registered users during the first half of 2026.”

But beyond the figures, the real expected impact is to help the hospitality community become more competitive, sustainable, and efficient in their day-to-day operations.

Digitizing without losing essence

One of the challenges of this process has been to combine technological innovation with the company’s historical identity, by integrating transformation without losing the company’s core artisan values.

After all, digitalization is a cultural issue, not just a technological one. “Digitalization implies a cultural and organizational transformation that requires involving all teams in a change of mindset,” he says. “So problems aren’t always technological, but rather related to people.”

With change management a key priority, though, the company continues to drive its digital strategy with projects focused on process automation, advanced data usage, and sustainability. “The main challenge is to continue supporting the hospitality sector in its own transformation process, providing them with solutions that help them move toward a stronger model,” says Castro.

Digitalization will also continue to be key in the brand’s evolution, with the aim of moving toward a more connected and intelligent organization focused on generating greater value for customers and employees.