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Date Published | 31.12.2021
C&C Group PLC


Tennents Caledonian Breweries (C&C Group) generates Customer Intelligence for informed data-driven decisions with Dynamics 365 Sales, Dynamics 365 Field Service, Azure AI & Power BI.

Tennent Caledonian Breweries Ltd. (TCB) is Scotland’s pre-eminent brewer. Based in Glasgow, where it brews an industry-leading portfolio of beers led by the iconic Tennent’s Lager and Caledonia Best – for home and export markets across the world.

To better serve Scotland and its 4,000+ customers (pubs and bars), TCB’s field sales teams wanted to spend less time dealing with operations and financial issues when visiting clients; and spend more time discussing new opportunities, closer partnerships, and different product lines.

The core functionality of Microsoft Dynamics CRM means that we can customise the system to how we like to work.

C&C Group PLC
Andrew Raine-Hann, Digital Finance Manager

C&C Group wanted to provide managers with daily interactive reports covering sales, purchasing, stock and distribution.

ProStrategy built TCB’s Analytics Hub and Dynamics 365 for Sales programme, which comprised four core phases:

  • Vision – the creation of a vision document detailing the desired business objectives and architecting the core solution components.

  • Technical Solution Design – capturing detailed user requirements and specifying how all solution components would be implemented to meet the customer’s business requirements

  • Build & Implement – building out the various solution components and integrating them to provide a seamless user experience and completing end to end user acceptance testing.

  • Transform & Grow – a phased rollout including assisting in the implementation of a customer engagement centre of excellence to drive adoption, maximise investment in technology assets, and continually evolve the solution at the speed of the business.

The Solution

At the heart of the solution was a customer data model, hosted in Azure SQL database; which combines structured trading information from the ERP system, as well as service performance information from the Dynamics CRM Field Service system and market intelligence from multiple external sources – all combined in a single source to enable the creation of analytic insight.

The improvements here were wide reaching. For example, field sales representatives who have previously spent large amounts of time on low value activities – such as information requests and paperwork – can now access all customer information, gain analytic insights and initiate actions from their mobile CRM application giving them more time to focus on doing what they do best: high-impact market-making.

TCB has always been aware that one of its unique selling points was its unrivalled and intimate knowledge of the Scottish on-trade market. However, the company had struggled to leverage this to any strategic advantage.

Now that customer data is instantly accessible in a structured analytics application, that knowledge has been transformed into a much more powerful information asset.

Ultimately, it will allow TCB to better serve its customer in a more efficient manner – and drive increased performance in the market.

Solution Statistics


Staff members using Bizz App

600 +

Company size


Partners made this year

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Tennents Case Study