How New Belgium Is Transforming Retail Media, E-Commerce & AI Innovation

In this episode of Innovate On Purpose, Matt sits down with Abby Czarniecki of New Belgium Brewing to explore how one of America’s most iconic craft beer brands is transforming its retail media strategy, e-commerce growth plans, sampling innovations, and AI readiness in a rapidly shifting marketplace.

Abby reveals how New Belgium balances “the now vs. the next”—executing today’s revenue-driving priorities while running smart experiments that shape planning for 2026 and beyond. She breaks down how her team tests new retail media networks, evaluates commerce media placements, and uses small-budget experiments to understand what truly moves the needle for brands like Voodoo Ranger and Fat Tire.

You’ll hear a rare inside look at a breakthrough GoPuff digital sampling campaign, where New Belgium drove explosive new-to-brand trial and repeat purchases—and even used the results to influence future packaging strategy.

Matt and Abby also dig into one of the biggest topics in CPG today: AI in marketing. Abby explains New Belgium’s measured approach, discussing how to choose the right AI tools, avoid bottlenecks, protect creative authenticity, and ensure organization-wide adoption.

Beyond the tech, this episode uncovers how to break down internal silos, build tighter relationships between digital and sales teams, navigate blind spots in consumer insights within regulated industries, and create authentic partnerships—from Borderlands (gaming) to Vans (lifestyle).

Whether you're a retail leader, CPG marketer, e-commerce operator, or brand innovator, this conversation is packed with tactics, frameworks, and fresh ideas you can apply immediately.

Chapters
00:00 Navigating the Craft Beer Landscape
05:39 Balancing Experimentation and Execution
10:10 Breaking Down Silos in Marketing
15:51 Understanding Consumer Insights in Alcohol
19:48 Innovative Sampling Strategies in E-commerce
20:14 Analyzing Sampling Results and Consumer Behavior
22:54 Strategic Innovations for Product Launches
26:14 Navigating AI in Marketing Strategies
29:16 Building Authentic Brand Partnerships

Thanks for checking out this episode of innovate ON purpose.

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