The competition hosted 12 universities from all over the world on UvA campuses in Amsterdam. Teams competed against each other to provide the best solution for real-life business cases. Hilton Hotels and the brewery AB InBev were the 2 companies that provided the cases:

• An 8-hour case sponsored by Hilton Hotels. This challenge involves improving their Environmental, Social and Governance (ESG) initiatives throughout their large hospitality range of products and services.
• A 24-hour case sponsored by AB InBev which challenged the teams to develop a new product to complement AB InBev's existing product portfolio. Besides developing a product, they had to provide a full 360-strategy for the product launch and consider distribution channels, partnerships and relevant sustainability initiatives. 

Both cases were presented in front of different panels of 3 judges. Each panel consisted of an UvA professor, a full-time consultant and a company representative.

ACC winners

The University of Porto was the winner of the competition. The winning team came up with solutions for AB InBev that included an analysis of the ‘new’ European consumer: someone who prefers to consume less but spends more on certain occasions. Using this analysis they concluded that Kombucha was the perfect product for the market segment. This beverage is healthy, tasty and has low alcohol content. They also developed separate packaging for a more premium product feel and catchy designs and phrases on their product in order to offer a meaningful brand experience. 
Avans University of Applied Sciences placed 2nd and 3rd place went to Tampere University of Applied Science.

Visiting students appreciated the chance to take part in the competition. Student Sabrina Suzán Ahedo from the Mexican Universidad Panamericana described the experience as '...nothing short of extraordinary. I'd like to thank UvA and the organising committee wholeheartedly for hosting the event and providing challenging cases to solve for Hilton and AB InBev. I feel so grateful to have made so many connections and test my skills as a consultant.' 

Networking 

The event offered particpants ample opportunity for social and networking activities. The ACC concluded with a dinner and a party at Amstelhaven to celebrate the success of the event.