Whyte & Mackay Empowers On-Trade Sales Team with Aforza

Founded in Glasgow in 1844, Whyte & Mackay are an award winning whisky maker celebrating over 175 years of business. A driving force in global whisky, they produce exceptional Single Malt Whiskies, Blended Whiskies and Premium Spirits across five distilleries in Scotland.

Their portfolio of brands includes four internationally recognised and rapidly growing Single Malt Scotch Whiskies: The Dalmore, Jura, Fettercairn and Tamnavulin. Their blended whisky portfolio includes Whyte & Mackay, John Barr and Claymore Blended Whisky alongside a whisky based tangerine & honey liqueur, Glayva.

Whyte & Mackay’s momentum and multi-centennial success is built on their continued entrepreneurial spirit. This is reflected in their people and is at the heart of the exceptional whisky they produce.

Whyte & Mackay have a vision to be a driving force in global whisky, renowned for building brands that truly stand out. Whilst they are not the biggest player, and face fierce competition from global businesses with significant resource, scale & investment, they have a commanding influence across the category.

Whyte & Mackay have both the UK’s No1 Single Malt and fastest growing blend positions and hold numerous prestigious industry awards.

The Whyte & Mackay On-Trade team were challenged by outdated legacy systems, cumbersome and inefficient and generating poor data quality leading to a lack of meaningful insight. All of this directly impacted on the ability to implement their post-pandemic growth strategy.

The new strategy demanded:

• A rethink of front-office processes enabled by modern technology

• Modern sales tools to drive effectiveness and efficiency

• Intuitive user experiences that make new employees productive quickly

• The ability to capture real-time compliance with the strategy

• Data-driven insights that support informed decision making

With a legacy CRM system, Whyte & Mackay needed to transform their front-office capabilities and create a step change in how data led insights are used to inform their strategy. 

As part of this transformation, Whyte & Mackay partnered with Aforza to empower the On-Trade team with a modern, beverage-focused cloud and mobile solution.

 Key areas of functionality to support this transformation include:

• Account 360 View: The Aforza solution provides the Whyte & Mackay team with an accurate view across all of their customers, including key contacts, the brand portfolio, past activity and historical performance. This ensures the team has the necessary data points to plan effectively and full customer context before engaging with them.

• Always-on Customer Segmentation: Customer segmentation rules are used to dynamically tag accounts with key attributes. These attributes are then used to drive business decisions and the actions taken within a visit.

• Modern Mobile Solution: The On-Trade team is equipped with a modern mobile solution that ensures maximum efficiency and productivity when out in the field. The mobile solution works offline, without internet connectivity, to ensure there are no disruptions when visiting hotels, restaurants or bars.

• Configurable Audits: The Aforza solution empowers the On-Trade management team to easily configure audits that are used to collect key data points during a customer visit. These can be changed in real-time based on local events or market conditions.

• Real-time Reporting and Insights: With all On-Trade visit and compliance data captured within the Aforza platform, it makes it very easy to share real-time insights on performance with the management team through rich dashboards and reports.

The On-Trade environment is constantly evolving and made even more unpredictable following the pandemic. Working with Aforza, Whyte & Mackay have supercharged their vision to be a driving force in whisky. If you would like to learn more about Whyte & Mackay, their vision, values and brand portfolio, visit their website at whyteandmackay.com.