Meet NOVUS Beer, NOVUS’s beer produced in partnership with the Brazilian brewery Alcapone
Since 2021, NOVUS has brought a different way to connect with customers and partners at trade shows and technical meetups: NOVUS Beer, an artisanal beer made with brewery Alcapone(Brazil) and labeled with the NOVUS brand. More than a giveaway, it has become a genuine touchpoint where technical conversations flow naturally and, at the same time, show how instrumentation and connectivity improve processes—even beyond the shop floor.
How it started
The idea of having a personalized gift took shape in 2021, when the first batch rolled out in November with 108 bottles. The reception was positive, and the initiative continued: there have been seven batches so far, totaling 2,500 bottles produced to date (2025).
The logic is simple: bring the brand closer to those who operate, integrate, and specify automation solutions, creating a moment of exchange that doesn’t depend only on catalogs and presentations. It’s relationship-building with purpose—and with flavor.
Why a Session IPA
NOVUS Beer is a Session IPA. The choice was made because it offers a clean bitterness and citrus/fruit hop aromas, but with lower alcohol content and a lighter body. The result is refreshing, easy to drink, and suitable for longer tasting sessions.
To ensure sensory stability and repeatability, the recipe uses special malts imported from Germany. It’s designed to please those who already enjoy the style without alienating newcomers to the world of IPAs.
Engineers brew beer, too.
The partnership with Alcapone has a distinctive twist: production uses NOVUS devices at different steps. In practice, the beer becomes a live demonstration of how control, data acquisition, and measurement affect the final result.
N1200: used in processes that require higher precision, stabilizing critical parameters.
N323 NTC: works as a thermostat in less demanding stages, keeping things simple where simplicity performs best.
N1500 FT: handles flow measurement, essential for standardizing volumes and ensuring batch-to-batch repeatability.
Together, these devices prevent unwanted variations, reduce rework, and speed up recipe adjustments. In other words, what we advocate in industry: reliable data, repeatability, and control.
N150 + Sensify
The experience continues at the point of service. The freezer that stores and serves NOVUS Beer at events runs with the N150 IoT controller, connected directly to the cloud through a partnership with Sensify. Via a dashboard, the team monitors real-time temperature and door openings, ensuring proper preservation, less waste, and timely restocking.
It’s a straightforward telemetry case that keeps operations on track: if the temperature drifts, the correction happens immediately; if the freezer is opened too often, the team adjusts the booth flow.
Where NOVUS Beer shows up
The beer is not sold; it’s distributed at trade shows, technical meetups, and proprietary events as part of our relationship actions with partners, customers, and integrators. It’s our way to thank those who build projects with us and to open conversations about instrumentation, connectivity, and real-world use cases.
Technology that turns into conversation
By presenting NOVUS Beer, we highlight the solutions behind dependable industrial processes: precise control, continuous monitoring, alarms, and telemetry. From the N1200 to the cloud-connected N150, including thermostats and flow measurement, the message is clear: a good project works, measures, and proves. If it works for beer—a product sensitive to temperature and process variation—it works for demanding applications in factories, labs, and utilities.
With every new edition, the brand renews its commitment to strengthening relationships with partners and customers, showcasing its products in an experience that combines technical content with a gift designed to spark good conversations—on and off the shop floor.
