United Breweries: Get Tipsy with Tech

Business Requirement

In India, one out of every two bottles of beer sold comes from United Breweries. That’s a healthy market share for the company also known as UBL. Nevertheless, maintaining a prominent brand position within India’s liquor outlets isn’t easy. In the country’s highly regulated alcoholic beverage industry, selling doesn’t occur in the classical sense. Instead, Government entities control the route into most markets with retailers required to purchase stock from Government warehouses.

Solution Deployment

A new app built on the Salesforce customer success platform is supercharging outlet engagement. And, it’s transforming the role of salespeople, empowering them with data to give them greater confidence and connect to customers in a whole new way.

The PRIDE (Perfect-call Results in Driving Excellence) app, developed with Salesforce partner, ET Marlabs, also lets salespeople manage each outlet visit from their phone. Salespeople can now see at a glance if an outlet has purchased
the quantity they committed to or if there are any service issues to be addressed. They can also review the freshness of stock and make a plan with the outlet owner to shift or replenish it.

Solution Benefits

United Breweries is getting smarter about its customers and seeing stronger growth in markets where there’s been high adoption of the app. Volumes of its speciality brands are up a staggering 48%. Enhanced reporting in Salesforce is paying off with potential issues identified within 48 hours versus one or two weeks. With more timely information to analyse trends, management is also able to find new ways to influence sales.