Case Study: United Breweries Limited boosts specialty brand volumes 48% and accelerates outlet insights with Salesforce

United Breweries puts the power to sell smarter in salespeople’s hands

United Breweries (UBL), which accounts for roughly half of India’s beer sales, faces a complex, highly regulated market where government-controlled distribution and a limited number of retail outlets make success dependent on strong outlet relationships. Sales teams needed faster access to actionable information to influence shelf positioning, orders and brand preference at the point of sale.

UBL deployed the PRIDE app on the Salesforce platform (built with ET Marlabs) to give field reps mobile access to outlet purchase history, stock freshness, service issues and the ability to capture photos and competitive intel; managers receive near-real-time reporting. The result: stronger outlet engagement, faster issue detection (about 48 hours versus weeks), and significant growth in high-adoption areas — specialty brand volumes rose 48% — along with improved sales confidence and performance.

United Breweries Limited

Perry Goes

SVP, Strategic Planning, Business Development, Sales Analytics & Consumer Insights