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Allied Beverage

Commercial Transformation across Sales & Service in a Top 10 Wine & Spirits Distributor


Allied Beverage Group ranks among the nation’s ten largest wine and spirits distributors, distributing their products to stores, restaurants, hotels, taverns and clubs across the state of New Jersey. The leadership team of this family-owned company was ready to build a modern experience for sellers and customers alike, solving challenges including:

  • Replacing legacy custom-built ordering system and tools used by sales and services teams
  • Inefficiencies between functions at home-office, operating with heavy use of internal emails & phone calls to manage customer orders
  • Commercial operations tech architecture not able to scale with growth ambitions of the business
  • Mitigating legal risk in a highly regulated industry


  • Reimagined end to end modernization of sales & service customer experience, adding significantly more incremental value to sales team, customers, and suppliers.
  • Functional Design & Architecture phase designing all future tech stack for centralized view of customers, integrations, and multi-cloud and multi-phase build plan
  • API-led approach, with Mulesoft connecting ERP to Salesforce front-office clouds: B2B Commerce, Sales Cloud, Service Cloud
  • Buildout of 2 uniquely designed commerce storefront experiences : one for 500 Allied Sellers, one for customers
  • Significant change management effort across functions at Allied


  • Mulesoft
  • Salesforce Service Cloud
  • Salesforce Sales Cloud
  • Salesforce Commerce for B2B



  • Launching Q4 2022 – Q1 2023
  • Increased Revenue
  • Reduce Cost To Serve (Service Agent & Sales Productivity)
  • Increase in Customer Satisfaction / NPS


Efficiencies gained in new customer service onboarding


Sellers with transformed customer toolset

"Our customers WANT self-service. Think about the industry - when does a small restauranteur want to be able to place an order? 2am when they close their doors. They'll have this and so much more - truly dynamic personalization coming will be a game changer."

Judah Zeigler
Vice President - Digital, Trade Marketing & eCommerce at Allied Beverage