Case Study: Tennent Caledonian Breweries achieves 40% sales admin time savings and unified customer insights with Microsoft Dynamics 365

ProStrategy enables Tennent Caledonian Breweries

Tennent Caledonian Breweries (TCB), Scotland’s leading brewer with iconic brands like Tennent’s Lager and Caledonia Best, needed to modernise how it managed customer information for 4,000+ on‑trade customers. Its 40‑strong field sales team was hampered by fragmented data across multiple systems and Excel, slow order processing and high admin costs, undermining the company’s Customer @ Heart strategy and the ability to act on its deep market knowledge.

ProStrategy delivered a Dynamics 365‑based sales and analytics platform with an Azure SQL customer data model, Power BI reporting, Field Service and mobile CRM, consolidating ERP, service and market data into one analytics hub. The solution gives reps instant customer insight and action from their mobile app, speeds reporting (previously taking days), and is estimated to cut sales admin effort by ~40%; rollout was delayed by COVID but has received strong internal feedback and positions TCB to better support customers as trade reopens.

Tennent Caledonian Breweries

Andrew Raine-Hann

Digital Finance Manager