Digital innovation continues reshaping industries worldwide, but few sectors offer as much creative potential as food and beverage. This industry combines culture, creativity, and commerce in ways that create unique opportunities for technological innovation. Hugo Hanselmann brings a global perspective to this space, having worked across continents to build consumer connections through digital strategies before founding his own companies focused on strategic advisory and software development.
Shaping Global Strategy Through Innovation
Hugo’s path through the technology landscape started exploring and implementing digital innovations at Daimler before moving to AB InBev, where he developed global consumer connection strategies. His current role as CEO of HuHeHa, a strategy advisory, and Co-Founder of Xenios, a software development company, puts him at the center of how technology reshapes business operations. “My journey in digital transformation has taken me across the world, from the innovation labs at Daimler to global consumer connection strategies and the Beer Garage at AB InBev, and now into the heart of how technology is reshaping the food and beverage world at brand level, in retail and hospitality,” he explains.
The food and beverage sector holds particular appeal for Hugo because it combines multiple elements that drive meaningful innovation. “It’s a sector I’m deeply passionate about, not only for its culture and creativity, but also for its immense potential to connect people through digital innovation,” he notes. This passion stems from understanding how technology can enhance both operational efficiency and customer experiences in ways that feel natural rather than forced.
Digital Touchpoints Enhance Consumer Connection
Building real relationships with customers has gotten way more sophisticated than it used to be. The companies that win don’t just sell stuff anymore. They create experiences that stick with people long after they’ve finished eating or drinking. “In food and beverage, the most powerful brands don’t just serve, they engage,” Hugo points out. The tools available today would have seemed like science fiction ten years ago. Apps can personalize experiences in real time, loyalty programs actually reward the right behaviors, and augmented reality can tell stories that connect with people on an emotional level.
“Technology now allows us to build real-time, multichannel relationships with consumers. Whether it’s personalized app experiences, loyalty platforms, or immersive storytelling through AR and IoT, we’re no longer selling a product, we’re creating a digital moment that sticks,” he explains. His work at AB InBev proved this could work everywhere from China to Argentina, South Africa to Canada.
Smart Tech Drives Operational Excellence
Consumer-facing tech gets all the headlines, but the real magic often happens behind the scenes. Smart fridges that track inventory, AI systems that predict what people want before they know it themselves, supply chains that adjust in real time. “Behind the scenes, technology is just as transformative. From inventory sensors in smart fridges to AI-driven demand forecasting, we now have tools that optimize operations in ways the industry only dreamed of a decade ago,” Hugo notes.
At Xenios, the focus stays on building things that actually work in the real world. Too many tech companies create solutions looking for problems. Hugo’s team does the opposite. “At Xenios, we’ve developed digital platforms and IoT solutions that don’t just make life easier, they elevate performance and experiences,” he says. The goal isn’t complexity for its own sake. It’s making things work better for everyone involved.
The Future Is Built on Collaboration and Customization
Cookie-cutter solutions don’t work anymore. Every business has different needs, different customers, different goals. What works for a global beverage company might be completely wrong for a local coffee shop. “The most successful innovations are those that are both hyper-relevant and scalable. That means technology can’t be one-size-fits-all,” Hugo explains. Getting it right means working closely with each client to understand what they actually need. Not what they think they need, not what worked for someone else, but what will solve their specific problems. “Whether we’re working with a boutique café or a global beverage brand, the goal is the same: to co-create tech solutions that align with brand identity, customer as well as consumer behavior, and business goals,” he says. Collaboration isn’t just a buzzword here. It’s how good solutions get built.
The opportunities ahead look pretty exciting if you know where to look. Technology, customer experience, and operational efficiency are starting to work together instead of pulling in different directions. “The food and beverage industry is entering a golden age of digital possibility, where experience, efficiency, and emotion intersect,” Hugo observes. But none of it happens automatically. It takes people who understand both technology and business working together to create something meaningful. “If you’re a brand, a technologist, or just someone passionate about shaping better experiences, now is the time to lean in,” he encourages. The future isn’t just about better technology. It’s about using that technology to help people connect in ways that matter.
Follow Hugo Hanselmann on LinkedIn to explore how technology can humanize brand experiences across the food and beverage industry.
