Case Study: Swinkels Family Brewers doubles production and gains data-driven sales control with SAP Sales Cloud

Swinkels Family Brewers - Customer Case Study

Habesha, an Ethiopian brewery set up by 8,000 local shareholders in partnership with Swinkels Family Brewers, sought to become the country’s leading beer brand and “connect all Ethiopians.” Growth exposed critical challenges: unreliable internet, no street addresses, complex logistics, and the need for a scalable, robust CRM to capture and analyze large volumes of customer and sales data.

Habesha implemented SAP Customer Experience (SAP Sales Cloud and SAP Service Cloud/C4HANA) to stabilize backend operations, guide sales channels, and extract patterns from extensive data despite local infrastructure limits. The result: production doubled to 240 million beers sold, the workforce grew to 400, sales processes were optimized with company-wide reporting, Habesha expanded from a local to a global player, and brewery wastewater was repurposed for local irrigation.

Swinkels Family Brewers

Stijn Swinkels

Chief New Business Development Officer