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The alcoholic beverage industry is a lucrative and thriving industry until today. According to data on the industry’s outlook published on the website Just Drinks, alcohol drinks volumes have spiked by 7.3 percent as of 2022, or since the peak of the COVID-19 pandemic, and are expected to further and significantly increase by 2026. 

This is experienced by the renowned beverage company and distributor Diageo. Diageo recently reported it is experiencing remarkable growth, expanding by 36 percent compared to before the pandemic, driven by the demand for premium alcoholic drinks and changing consumer behavior. 

Taking the business to a whole new level 

With this growing demand for its products, the beverage company is diligently looking for innovative ways to improve doing business with its customers. So, it has decided to partner with technology company IBM and software company SAP to keep up with consumer demand and particularly to bolster global digital transformation. IBM announced this partnership last week via its official news report.  

“Today, we are thrilled to announce an exciting collaboration between Diageo, IBM, and SAP that aims to modernize Diageo’s operations on a global scale and set new benchmarks for the industry,” IBM stated. 

Diageo is a British multinational alcoholic beverage company headquartered in London. It operates from 132 sites worldwide, and is a major distributor of Scotch whisky and other spirits. The company has various brands on its portfolio, including Guinness, Johnnie Walker, and Don Julio. With this collaboration, they are taking their business to a new level. 

Leveraging IBM, SAP’s capabilities

Diageo will leverage the capabilities of IBM and SAP. Notably, the alcoholic beverage company will tap IBM Consulting, bringing its decades of expertise to the table and helping consumer brands like Diageo triumphantly navigate global digital transformations.

IBM said they would gather up a diverse team of consultants to lead the strategy and help implement what SAP will bring forward, in turn. 

The drinks company will also implement RISE with SAP S/4HANA Cloud, which will streamline its IT infrastructure and provide unified support across the many countries where Diageo operates.

SAP is a German multinational software company that develops enterprise software to manage business operations and customer relations. It is also the world’s leading enterprise resource planning software vendor.

How the partnership will help Diageo

With this partnership with IBM and SAP, Diageo can now offer personalization and real-time order tracking globally to ensure a more seamless purchasing process and faster service. 

It will also streamline their operations. This way, they can delight their customers better.

“Diageo partnering with IBM and SAP marks an exciting step forward,” IBM said. “Together, we will enhance the customer, employee, and supplier experience to help ensure that Diageo not only keeps pace with a changing economic environment but take advantage of rapid advancements in technology and thrive in the digital realm.”

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