Distell Transforms Sales Execution to Drive Step Change in Revenue Growth

Distell is taking a customer-centric approach to their Digital Transformation with Aforza to create a step change in revenue growth and build market share in the post-covid world.

The Distell Group is South Africa and Africa’s leading producer and marketer of wines, spirits, ciders and other ready-to-drink beverages, sold across the world.

With a diverse portfolio of brands with rich provenance and authenticity, they employ approximately 4,400 people and have an annual turnover of $1.8 billion.

Their mission is to craft distinctive alcoholic beverage brands, enhance memorable moments and inspire responsible enjoyment.

Craig Price
Head of Sales Centre of Excellence.
Craig Price
Head of Sales Centre of Excellence.
We needed to transform our commercial organization and create a step change that was not possible through our current business as usual.

Commercial Objectives

Distell is passionate about their customers and consumers, committed to excellence in everything they do, and win by collaborating with integrity, honesty and respect.

As they transform their commercial organization and look for a step change in growth, they have aspirations to be:

  • The dominant regional alcoholic beverage brand and route-to-market owner

  • #1 cider company globally

  • #2 alcoholic beverages company in South Africa

  • Leading regional alcoholic beverages player in Africa

  • Diversified in geographic base across one or two other continents

  • Driving scale not possible through organic growth

Approach to Digital Transformation

Distell is taking a customer-centric approach to their Digital Transformation with Aforza to create a step change in revenue growth and build market share in the post-covid world.

Building on their initial investments in E-commerce and Customer Service, they are now transforming their Sales Teams with modern digital capabilities across Retail Execution, Trade Promotions Management and Marketing Campaigns. This will continue their journey of innovation, quality and business flexibility.

Success of this transformation will be measured by revenue growth across priority segments. This can only be achieved by knowing where to focus, especially in the mainstream trade, by introducing a real-time platform that connects Marketing, Planning and Sales Execution across all channels with new levels of Execution, Control and Visibility.

It is the ability to execute the perfect visit, every time, that will deliver success for Distell.

Aforza Solution

To meet the challenges described, Distell selected Aforza’s Consumer Goods Cloud to drive their Digital Transformation.

Aforza’s suite of mobile and cloud-based applications will allow Distell to master every selling moment with sophisticated product mixes tuned to the needs of local market. By delivering hyper-local sales intelligence and execution, Aforza will transform the entire planning and retail execution process.

This will allow Distell to optimize their strategy for every customer, maximize the effectiveness of every visit and achieve penny-perfect pricing in every channel.

Some of the highlights the solution will deliver to Distell include:

  • End-to-end commercial platform connecting Trade Planning, Marketing and Sales Execution.

  • Complete support for both Mainstream and Informal Trade.

  • Online and mobile offline order capabilities with penny perfect pricing, segmentation, promotion execution, surveys and audits.

  • Dynamic segmentation engine with hyper-granular segmentation of the market driving pricing, promotions and field sales execution.

  • AI-Driven Orders to boost upsell, category performance, sales effectiveness and efficiency.

If you have found this customer story interesting and relevant, why not request a live demo to see the impact our solution could have on your end-to-end Trade Promotion Management and Retail Execution efforts.

And, to learn more about how Distell's new digitized approach to REX & TPM is seizing global growth, click here to read this article from Consumer Goods Magazine.

Take the next step

Take our free 30-day trial and get complete access to the Aforza industry cloud & mobile solution. See first-hand how businesses of all sizes are addressing the problems of unprofitable promotions, declining market share and lack of revenue growth.