Beer Retirement Account
Award: Wood Pencil
Wood Pencil / Commerce / Acquisition & Retention / 2025
Poker, AB InBev' second best-selling beer in Colombia, partnered with the government and Colpensiones to launch the Beer Retirement Account. Through BEES, AB InBev's B2B platform, shopkeepers now convert unused rewards points into retirement savings. With 70% of points previously expiring, this initiative addresses Colombia’s pension crisis, empowering workers with a dignified future. Over 30.000 shopkeepers are saving, with projections surpassing 70,000 by 2025. This innovation transforms transactions into meaningful social impact while driving community and business growth.
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