Enterprise · B2B Commerce
Diageo — Brand Ordering Platform
A custom, on-brand ordering platform that digitizes Diageo's single-barrel sales process end to end.
The problem
Diageo is a house of brands — Don Julio, Bulleit, George Dickel, Crown Royal and more — and a company always looking for ways to automate and sharpen how it sells. Their single-barrel program, in particular, ran on a sales process that was manual where it should have been digital. The task was to take a high-touch, relationship-driven sales motion and give it a platform worthy of the brands behind it.
What we did
We designed and delivered a custom ordering platform that digitally enables the single-barrel sales process end to end. Distributors can place orders on brand, customize their purchases, move through a clean multi-step order flow (account → order → sales material → review), and track delivery and status from a single dashboard — all wrapped in each brand's own identity rather than a generic enterprise gray.
Building a bespoke platform like this on a normal timeline is expensive. We used AI-assisted development to move faster from design to working software, which is what made a fully custom, brand-accurate experience viable instead of forcing Diageo into an off-the-shelf compromise.
The multi-step order flow: account → order → sales material → review.
The result
The platform gives distributors a self-serve, on-brand way to sell and track single-barrel orders, and gives Diageo the operational visibility (active users, order status, brand-level performance) it needs to manage the program and grow it.
Why it matters
Enterprise B2B commerce that respects brand: a real example of digitizing a high-touch sales process for a major CPG house without sanding off what makes each brand distinct — and of using AI-enabled delivery to make "custom" affordable.