This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode, we explore how beer culture, category dynamics, and customer loyalty have evolved in the decade following AB InBev’s acquisition of SABMiller — one of the most significant moments in the global beer industry.

Our guest is DeWet Bisschoff. He has spent more than two decades harnessing the power of business strategy, talented people, and disruptive technology. More recently, he has worked alongside AB InBev across markets and brands, with deep exposure to how loyalty, culture, and customer experience operate at global scale.

The conversation reflects on how loyalty in the beer category extends beyond products or transactions. It is shaped by heritage, local pride, shared rituals, and everyday moments of connection. As global scale and complexity increase, we explore what it takes to protect these emotional loyalty drivers while evolving operating models and customer engagement behind the scenes.

We also discuss how the beer category has changed over the past decade — from digital commerce and personalization to non-alcoholic innovation and more conscious consumption — and what these shifts mean for sustaining relevance and loyalty across generations and geographies.

This episode offers a thoughtful perspective on how global brands can evolve without losing the cultural foundations that loyalty is built on.

This episode is hosted by Nyeleti.

Show Notes:

1) DeWet Bisschoff

2) Lekker Lees

3) The Beer Monopoly