Loss of empty containers (casks) is an annual £50 million problem for the UK brewing industry and mainly centres on a lack of knowledge on ‘where the casks are’ and ‘who are their rightful owners’. To address this problem, a convergence of technological solutions and human involvement is required to tag, track and recover casks. The VIB proposal aims to tackle this problem by exploring the potential of the Internet of Things (IoT) for aligning data and service value chains within the UK brewing industry. VIB follows a bottom-up approach to exploring cask recovery by investigating novel ideas for stakeholder and consumer involvement through an IoT proof-of-concept trial. Insights from this trial will be used to propose a framework for a future ‘value chain convergence’ in the brewing industry that harmonises access to data/services through the use of IoT technology. The proposed framework will enhance brewing value chains through better demand-supply data management and interactive-experiential services. This will lead to cost savings in value chains, volume and revenue growth in beer sales, better choices for consumers and enhanced feedback to brewers enabling the tastes of consumers to be more accurately addressed.