Company Vision & Values
Edrington is an international ultra-premium spirits company based in Glasgow, Scotland. Their success stems from a heritage of exceptional people, with a vision dedicated to crafting spirit brands of the highest quality.
The Macallan is their central focus, supported by a strong portfolio across Single Malt Scotch Whisky, premium rum, and American whisky and gin categories.
The Aforza Solution
Edrington’s Premium Route to Consumer demanded a single, connected, end-to-end Commercial Excellence solution. They selected Aforza as their Global Commercial Excellence partner, with Aforza Consumer Goods Cloud providing the end-to-end Route to Consumer solution for all front-office roles and Aforza Studio enabling Digital Content Execution & Photo Automation.
Aforza’s Consumer Goods Cloud provides Edrington with a complete Route to Consumer solution combining CRM, Sales Force Automation, Key Account Management and Real-time Insights together on one connected platform.
Aforza Studio provides Edrington with a connected Digital Content Execution platform, seamlessly integrating content into all sales experiences.
This includes brand detailing of brochures and digital product content, and also the ability to capture photos during a visit.
“Edrington has built a true partnership with Aforza that goes way beyond the software.” says Paul Brennan, Global Commercial Excellence Director at Edrington. “Their experienced team has taken time to understand our business, our values and the way we operate. They challenge us to think differently about how we address our processes and get the best out of the Aforza product. Most importantly, when there are challenges, we address them together.”
Immediate Business Value
Since the project’s recent go-live, Edrington is already experiencing significant business value. The single connected solution is driving tangible improvements in efficiency and effectiveness, providing a robust backbone for Commercial Excellence globally.
Moreover, the introduction of Aforza Studio is set to enhance the quality of the route to consumers in every market. By seamlessly integrating digital content into every experience, Edrington can ensure a consistent brand experience every time. This focus on high-quality, personalised engagements is expected to foster stronger brand relationships and higher loyalty levels.
“It’s a pleasure to work with Edrington.“ says Dominic Dinardo, CEO & Co-Founder of Aforza. “As a fellow Scot, I know the heritage of their products and brands. Centuries of tradition go into producing one of the finest products in the world. Our team can easily see how seriously Edrington colleagues take this and we really respect them for it. It’s an honour to support them.”
Looking Forward
Edrington has now successfully scaled its Commercial Excellence initiative globally, establishing a single connected solution across every market.
The focus now is on deepening this transformation by leveraging more of Aforza’s world class capabilities in areas such as Photo Automation and Vertical AI. Future phases will further enhance execution quality and decision intelligence across all routes to consumer while continuing to strengthen Edrington’s position as a global leader in premium spirits.