Damm hosts its first hackathon, HackIAmm, to reinvent the future of consumption with AI-based solutions

Damm has held its first hackathon, HackIAmm, an event designed to reinvent the future of consumption through artificial intelligence. The initiative brought together 30 participants with multidisciplinary profiles, grouped into 8 teams, who worked to develop solutions aimed at attracting consumers and creating greater value for the company’s customers.
Over the course of three days, the Pier 01 facilities at Tech Barcelona became the base camp where participants collaborated to disrupt the food and beverage sector with innovative ideas. The open call to the creative and tech community exceeded expectations: more than 80 people registered, and 30 were selected to take part. The diversity of backgrounds—spanning technology, data, design, creativity, marketing, and strategy—enabled the formation of multidisciplinary teams that enriched the proposals with broader perspectives.
The challenge posed by Damm invited participants to explore new ways of consumption and value creation across the entire value chain. The solutions developed included hybrid experiences, point-of-sale activations, AI-driven personalization models, and digital tools to strengthen the relationship between consumers, brands, and channels.
Throughout the weekend, teams followed a structured process in four phases—understand, ideate, build, and present—leveraging various AI tools. These technologies supported data analysis, idea generation, prototype development, and the creation of detailed final presentations. Participants also benefited from mentoring sessions with experts to help transform their ideas into potential real-world solutions.
The jury, composed of Laura Gil (Chief Data Analytics Officer at Damm), Xavier Vila (Head of Hospitality Business Unit at Damm), Guillermo Prieto (IT Director at Damm), Lluis Pallarés (Chief Operating Officer at Nennisiwok AI LAB), and Noelia González (AI Manager at Universidad Europea), evaluated the proposals based on relevance, originality, innovation, feasibility, and scalability, among other criteria. On Sunday, the three winning projects were announced, sharing €6,000 in prizes.Damm is the only Spanish company in the food and beverage sector featured in this international ranking, which for the past 10 years has annually recognized corporations that excel in collaboration with startups, driving innovation, and transformation capability.
With this international recognition, Damm reaffirms its commitment to an innovation model that combines internal talent, collaboration with startups, and the application of new technologies such as artificial intelligence. The distinction obtained at the CSS 2025 validates the maturity of the LAB1876 Talent program and strengthens the company’s commitment to continue promoting projects capable of generating sustainable long-term value.