Case Study: BrewDog improves retail execution and sales efficiency with Aforza CRM

Why BrewDog Is Leaning Into Field-Friendly CRM

The craft beer brewer BrewDog faced a challenge with a cumbersome, online-only CRM system that was ill-suited for its field sales teams, hindering efficiency and data collection. To support its aggressive growth goals, the company sought a more field-friendly solution and partnered with vendor Consumer Goods Technology, implementing the Aforza platform for account management and retail execution.

The solution from Consumer Goods Technology provided an offline-capable, mobile-friendly CRM that significantly improved field efficiency with features like route planning. As a result, BrewDog recorded a 250%-plus improvement in results from Q1 to Q2 and transformed the platform into a valuable tool for team training and identifying best practices.

BrewDog

Jerry Shedden

Head of On-Trade