The Beer Game, redesigned for modern teams
Train supply-chain judgment before the stakes are real.
BrewChain turns delayed orders, limited visibility, cash pressure, and the bullwhip effect into an immersive decision experience your team can feel, measure, and discuss.
SoloIndividual practice
4-playerLive team play
CompetitionMulti-team ranking
CEO command viewNorth Star Brewers
Cash position€8,460
Order signal across the chainThe wave is building
Orders
Recommended planning rangep50 12 · p90 17
Cash impactEvery decision is priced
Team ready4 of 4 orders signed
Executive workshops
Supply-chain teams
Universities
Leadership programs
Internal academies
Experience beats explanation
The lesson no slide deck can deliver.
Teams do not merely hear about coordination failures. They make the decisions, watch the consequences travel through the chain, and discover why local optimization can damage the whole system.
01 · Bullwhip
A small signal becomes a costly wave.
Order delays and uncertainty amplify demand as each company tries to protect itself. The simulation makes that escalation visible in real time.
02 · Visibility
Information has a price and a payoff.
Players begin with limited insight and decide when ERP, forecasting, history, and logistics visibility are worth the investment.
ERP view unlocked
Forecast assistant €160
Pipeline visibility €125
03 · Accountability
Every order moves cash.
Revenue, purchase cost, holding cost, backlog, late decisions, and planning quality become part of one financial result.
Revenue+ €1,120
Purchase− €540
Backlog− €150
Net week+ €430
04 · Reflection
Finish with evidence, not impressions.
Detailed analytics turn every game into a structured debrief on service, inventory, cash, planning, and bullwhip behavior.
One connected system
Four CEOs. Delayed information. One shared outcome.
Each company sees its own orders, inventory, backlog, pipeline, and cash. The rest of the chain remains partially hidden, just as it does in real operations.
01
RetailerServes customer demand
Balances service, inventory, and orders to wholesale.
orders →← deliveries
02
WholesalerBuffers retail volatility
Responds to delayed signals with incomplete visibility.
orders →← deliveries
03
DistributorProtects network flow
Absorbs demand swings before they reach production.
orders →← deliveries
04
ManufacturerPlans under constraints
Produces against orders, delays, and raw-material limits.
Every simulated weekOne disciplined decision cycle
- 1ReceiveOrders and deliveries arrive after delay.
- 2ServeAvailable stock fulfills current demand.
- 3InterpretTeams review cash and available signals.
- 4DecideEach CEO signs one purchase order.
- 5LearnThe system prices and propagates the decision.
Flexible by design
One platform. Three powerful formats.
Run a quick individual exercise, facilitate one live team, or turn a large cohort into a ranked competition without rebuilding the experience.
01Solo game
M
Learn at your own pace.
One player leads a selected company while simulated roles keep the full chain moving.
- Fast onboarding
- Independent practice
- Complete analytics
02Four-player team
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Feel the coordination challenge together.
Retailer, wholesaler, distributor, and manufacturer each make their own CEO decision.
- Live team dynamics
- Role-based information
- Structured debrief
03Group competition
Team A1
Team B2
Team C3
Scale from one team to an entire cohort.
Create teams automatically and compare cash, service, stability, speed, and final outcome.
- Automatic team creation
- Live leaderboards
- Comparable results
From play to performance
Build instincts teams can carry back to work.
The game creates a shared language for discussing volatility, information, incentives, planning, and the economic consequences of local decisions.
Start your workspace ↗See the bullwhip early
Recognize how protective ordering creates instability upstream.
Balance service and inventory
Understand the cost of both shortage and excess stock.
Value visibility correctly
Connect better information to better operational decisions.
Decide as one system
Move from isolated company logic to end-to-end coordination.
Practical questions
Everything needed to run the room.
Who is BrewChain for?+
BrewChain is designed for company training, executive education, university teaching, supply-chain workshops, leadership programs, and internal academies.
Do all four roles need a human player?+
No. A solo game can simulate three roles automatically. Multiplayer games assign one person to each company, and group competitions create multiple four-person teams.
What happens after the game?+
Finished games include operational and financial analytics covering cash, inventory, backlog, service, orders, shipments, purchasing, tools, penalties, and bullwhip behavior.
How do participants access the platform?+
Company administrators and players use verified email registration and secure single-use magic links. The platform owner uses a password-protected owner console.
Ready when your team is
Make the supply chain visible.
Create a company workspace, invite participants, and run your first decision round.
