Case Study: Mahou San Miguel achieves 18‑month forecasting and Integrated Business Planning with Board

Moving Beyond Sales & Operations Planning at Mahou San Miguel

Mahou San Miguel (MSM) is a family‑owned Spanish brewer and FMCG leader—with €1.4bn revenue, 4,000+ employees and presence in 70 countries—facing fragmented, short‑term demand planning. Forecasts were collected in disparate Excel files and focused only on the current or next month, limiting cross‑functional visibility and driving volume‑centric conversations that didn’t translate into financial impact across sales, marketing, finance and logistics.

MSM implemented the Board decision‑making platform to consolidate automated and manual forecasts into a single source of truth, generate P&Ls by channel and run scenario simulations. The platform enabled monthly consensus meetings, extended planning horizons to 12–18 months through an Integrated Business Planning (IBP) process, improved collaboration and rolling forecasts, and delivered self‑service reporting that translates volumes into net sales and gross margin—helping the company anticipate risks, align executives and plan to expand budgeting and capacity planning within Board.

Mahou San Miguel

Marina Anton

S&OP Lead