Our Mission
Powering the next generation of the beverage alcohol industry with customer-led, data-driven technology that challenges the status quo and creates lasting value.
Billions are wasted on fragmented, low-intent marketing channels.
Brands, distributors, and retailers lack activation visibility.
No one knows if activations drive actual consumer action.
Retail partners aren’t effectively supported with placements
Consumers can’t easily find what’s happening nearby.
the appyhour® difference
Delivering End-to-End Value for the Bev-Alc Industry
Suppliers
Precision brand activation. Retail sales-enablement. Measurable and actionable insights that drive growth.
Distributors
Supplier and retail partner support that turns co-op spend into measurable results.
Retailers
Empowering retailers to better promote their happy hours, specials, events, and features to consumers.
Consumers
Streamlining the way people dicover and enjoy what brands and retailers have to offer.
Our Operating Principles:
Most companies build what’s easy or familiar. We build what the industry actually needs—customer-led, execution-driven technology designed to modernize how brands, distributors, and retailers create measurable value. We move with startup speed, operate with partner-level accountability, and focus relentlessly on outcomes that matter.
Client-Led Innovation
We eliminate guesswork by letting your real-world needs architect our innovation and product roadmap.
Radical Ownership
We treat your mission as our own, taking 100% accountability for every outcome from start to finish.
Flawless Execution
We reject the choice between “fast” and “right,” by delivering disruptive solutions that work, and on time.
Teamwork > Hierarchy
We kill “not my job” by empowering team members to take full accountability for their role in the team’s wins.
Unbreakable Work-Ethic
We meet every obstacle with a “bend-over-backward” resilience to ensure the job gets done.
Integrity is our Default
We lead with radical honesty, building the trust required to be your most reliable long-term partner.
Who we work with:
- Innovative beverage alcohol brands investing in GTM strategies, sales execution, and activations to win marketshare
- Forward-thinking distributors investing in technology and data-driven growth to advance their competitive edge
- Chain and local retailers who trust their supplier and distribution partners to be aligned and win together
- Eager consumers looking for a better way to find real-time happy hours, specials, activations, and events nearby
Meet the Team
50+ years of combined beverage alcohol experience across suppliers, distributors, and industry-leading technology.
Neil Jirele
Founder, CEO
Jake Dye
Co-Founder, CTO
Peter
Chief Innovation Officer
Kofi
Sales & Partnerships
German
Engineer
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Our Story
AppyHour® Inc. was formally incorporated in 2019—but like all great startup stories, it started with a beer and a painful bill.
While studying abroad in Madrid, Neil (our now-CEO) went out with co-workers to grab a few drinks. When the check came, he was stunned: $8 a beer—more than $12 at the time. On the walk home, a stranger yanked him into a quiet, nearby restaurant. Inside? The exact same beers for a quarter of the price. Bonus: they had live flamenco.
That moment was both annoying and enlightening.
Consumers like Neil were overpaying and missing out. And venues with killer offerings had no effective way to reach the right consumers, with the right offers, at the right time.
“There has to be a way to discover real-time food, drink, and event specials nearby—and a better way for bars and restaurants to reach me when I’m actually deciding where to go.”
Company Evolution
After a bootstrapped alpha launch and strong early traction, Neil took a role at one of the nation’s top 5 liquor distributors to learn more about the industry—and that’s when the bigger picture came into focus.
Here’s what he saw:
Suppliers were spending millions on brand activations that lacked data, targeting, ROI, or value for their retail partners.
Distributors were overwhelmed and under-incentivized to prioritize brands equitably.
Retailers were being left behind—missing out on marketing support and promotional value.
Consumers? Still stuck Googling “happy hours near me” and hoping for the best.
That’s when AppyHour evolved.
Pioneering Innovation in Beverage Alcohol
Today, AppyHour® is the industry’s leading end-to-end brand activation and sales-enablement company, building technology for:
Beverage alcohol brands investing in GTM strategies, sales execution and brand activation
Distributors investing in service-led growth and data-driven technology to advance their competitive edge
Retailers eager to drive traffic, push product sales, and grow their business
Consumers who want real-time food, drink, and event specials when it matters most.
AppyHour® combines big-data, AI-technology, and market analytics to drive measurable results for stakeholders, and deliver reach to consumers at the point of decision-making and the point of purchase.
We’re just getting started—but the mission remains the same:
Build industry-leading technology that empower s brands, distributors, retailers, and consumers to win—together.