Surajit Ghosh

So it's not like every time you have to dive deep and look into everything.

So once you have these mechanisms in place, then these sort of tasks become easier.

Yeah, so I think it started with the ambition in 2020 when we said we're going to digitally transform.

Remember the pendulum I was talking about from gut-based to all the way to data-driven.

And in today's world, when you think of digital transformation, there are a few components, cybersecurity being one of them.

The digital core, like I was saying, is one of them.

Simplification and automation of systems is one of them.

Our breweries, how can we simplify?

And then comes data and AI, which is really one of the biggest components.

And when you think of Best Connected Brewer, the idea is we have been serving our consumers and customers for 162 years.

What's different?

If you leverage tech in today's world, I think you can really enhance the experience the customers have.

The example I was giving you earlier about the sales force going in different places and optimizing the route, that's a good example where the relation is maintained just simply by data-driven insights.

So if you can connect all the different applications, all the platforms, remove fragmentation, scale very quick, make sure your company is cyber secure, things are simple and automated,

That's what we call the best connected brewer.

That's the ambition, actually.

Yeah, we do.

I think that is super important to measure because the first one I was referring to proof of value, that when I'm embedding some model, does it really work?

So we do A-B testing, which is basically you keep aside some sample and you actually launch the product on a different sample and you see the difference between the two.

The assumption is those that had the product and those that didn't have the product, both of them went through the same experiences because of market, seasonal, et cetera.