AI training at Budweiser Budvar

Budweiser Budvar is the Czech national brewery. It has brewed lager in České Budějovice, South Bohemia, since 1895, using local ingredients, and the brewery is still owned by the Czech state. Its beer is exported to more than 70 countries.

Budweiser Budvar UK, the brewery's UK business, is based in Bristol.

Like many FMCG sales teams, Budweiser Budvar's UK business development team manages relationships with wholesalers and retail buyers, analyses competitors and keeps every piece of client-facing work on brand.

The team wanted to use AI in that work safely and accurately. That meant learning to spot hallucinations and bias in AI output before anything reached a customer.

General Purpose delivered a half-day Mastering ChatGPT workshop in person on 15 December 2025 for 16 members of Budweiser Budvar's UK business development team. The workshop was customised to the team's own work, with a strong focus on checking AI output before it goes to a customer.

After the workshop, General Purpose produced a training efficacy report to measure the results.

• Attendees expect to save 42 minutes each per day using ChatGPT, which adds up to 2,556 hours a year across the team.
• That time is worth an estimated £54,167 a year in recovered productivity, a projected 10x return on the training in its first year.
• 100% of attendees enjoyed the workshop and said it will help them get more value from ChatGPT at work.
• 100% feel more confident spotting and reducing bias and hallucinations in AI output.
• 92% would recommend the workshop to a colleague, and 92% feel positive about AI's impact on their career.

• Wholesale presentation reviewer: suggests improvements to customer presentations
• Pub targeting list: finds Cotswolds pubs likely to stock craft and continental lagers
• Tesco buyer briefing: highlights express retail trends and opportunities for Budvar
• Wholesaler email drafter: makes the case for stocking Budvar 0.0% alcohol-free lager
• Meeting deck builder: turns supporting documents into a wholesaler presentation
• Staff handbook gap check: flags missing and out-of-date policies