Case Study: Lion achieves operational excellence and a simplified, privacy-enabled tech stack with Tealium CDP

How Lion shifted their tech stack towards a disposable architecture enabled by Tealium CDP

Lion, a leading Australasian beverage company with brands like James Squire and Furphy, faced a decade of legacy systems and siloed data that constrained marketing, supply‑chain visibility and peak‑period customer experience. The business needed a consolidated, trusted data foundation to reduce cybersecurity risk, enable data‑driven B2B2C strategies and support an ambitious enterprise‑wide digital transformation.

Working with agency AFFINITY and placing Tealium CDP at the centre, Lion moved to a lightweight, disposable tech approach: consolidating and cleansing data, enabling real‑time insights and audience activation, and continuing campaigns during onboarding. The result was a rationalised tech stack, improved operational efficiency and privacy compliance, and a future‑ready, data‑driven CX platform that strengthened resilience and competitiveness.

Lion

Paul Quinn

Head of MarTech