How BrewDog Transformed for Sales Growth With Aforza's Field-Friendly CRM

Learn from Jerry Shedden, Head of On Trade at BrewDog, on how they achieved a 250% increase in sales installs in a single quarter with Aforza and continue to see sustained performance

On Thursday 29th September 2022, industry leaders from the Consumer Goods industry gathered at the iconic BrewDog Waterloo venue in London to learn how BrewDog, global leaders in the craft beer category, transformed for Sustained Sales Growth with Aforza's Field-Friendly CRM.

Taking place in the UK's biggest bar, which is 26,500 sq ft in size and has a capacity of over 1,770 people, the the audience were treated to some very impactful and transparent insights.

Jerry Shedden, Head of BrewDog's On Trade business, led the talk who, across 25 years in the industry, has worked with leading brands including Coca-Cola, ABInBev, Bacardi, Heineken and Sipsmith.

Check out the live recording of the session below where Jerry shares:

  • Why the On Trade is the toughest trading arena in the drinks industry

  • The business pains they were up against

  • How they addressed these pain points with Aforza

  • The business impact they have already seen

  • What's next for BrewDog

As Jerry shares "The response from the team has been unbelievable. This is light years ahead of where we were and it's game-changing for us as a business."

He then goes on to focus on the business impact with "We launched in April, so we've only been going for 6 months. For Q2 over Q1, we saw a growth of over 250% in terms of distribution. These are numbers that BrewDog has never seen in installs, and it shows what an improvement Aforza has already made to our business. We're rolling very quickly towards the end of Q3 and we're seeing another 40% growth versus Q2. So, it's not like hitting and quitting. It is this sustained performance that is Important to us.”

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Like BrewDog, you too can rapidly increase sales results by 250%+ with Aforza. The Sales Transformation Review is a complimentary offering from Aforza & BearingPoint that provides an assessment of your opportunity to improve and accelerate growth across your business. Get started today.