Lion - Best Tech Awards 2025 Business AI
Lion launches customer experience app in 10 days with SAP BTP and Business AI Download the DocumentSAP Australia and New
Zealand Best Tech Awards
2025
Zealand Best Tech Awards
2025
Best Tech SAP
Industry WebsiteProduct and Services Featured SAP Solutions
FMCG https://www.lionco.com/Beverages (Beer, RTDs,
Alcoholic Seltzers, Craft Spirits)
SAP BTP; SAP Sales Cloud; SAP Build
Apps; SAP HANA Cloud; SAP Business
AI; SAP AI Core; SAP AI Launchpad
Lion is a leading beverage company with operations across Australia, New Zealand and the United States. From manufacturing to distribution and marketing,
Lion manages the full value chain for a diverse portfolio of alcoholic and non-alcoholic drinks.
Driven by a bold, customer-centric culture and a commitment to innovation, the company got creative with SAP Business AI capabilities on SAP Business
Technology Platform (SAP BTP), crafting an innovative app that helps its people find venues serving Lion products. Using SAP Build solutions helped solve
business problems with original digital innovation and also crowdsource important information for its sales team.
Lion launches customer experience app in
10 days with SAP BTP and Business AI
Business AI
Industry WebsiteProduct and Services Featured SAP Solutions
FMCG https://www.lionco.com/Beverages (Beer, RTDs,
Alcoholic Seltzers, Craft Spirits)
SAP BTP; SAP Sales Cloud; SAP Build
Apps; SAP HANA Cloud; SAP Business
AI; SAP AI Core; SAP AI Launchpad
Lion is a leading beverage company with operations across Australia, New Zealand and the United States. From manufacturing to distribution and marketing,
Lion manages the full value chain for a diverse portfolio of alcoholic and non-alcoholic drinks.
Driven by a bold, customer-centric culture and a commitment to innovation, the company got creative with SAP Business AI capabilities on SAP Business
Technology Platform (SAP BTP), crafting an innovative app that helps its people find venues serving Lion products. Using SAP Build solutions helped solve
business problems with original digital innovation and also crowdsource important information for its sales team.
Lion launches customer experience app in
10 days with SAP BTP and Business AI
Business AI
Challenges
As a market leading beverage company in Australasia with fast-growing operations in the United States, Lion
offers a portfolio that spans beer, wine, spirits, seltzer and non-alcoholic drinks. With more than 180 years of
history, it is known for its quality, craftsmanship and community values, and is proud to be Australasia’s first
large-scale carbon-neutral brewer.
The company’s strategic focus is on building culturally relevant brands that not only meet the highest consumer
standards but also contribute to a more sustainable future. Central to this is a deep commitment to
understanding consumer needs and rapidly responding with innovative, responsibly crafted products – all
aligned with its purpose of “making the moment mean more”.
In this context, Lion faced a persistent challenge with its sales team, namely the manual and time-consuming
process of capturing beer tap information in the field. This limited the time reps could spend selling and
building customer relationships. At the same time, the company wanted to make it easier for staff to identify
and locate venues serving Lion products on tap, streamlining how they engaged with the market and supported
customer needs in real time.
As a market leading beverage company in Australasia with fast-growing operations in the United States, Lion
offers a portfolio that spans beer, wine, spirits, seltzer and non-alcoholic drinks. With more than 180 years of
history, it is known for its quality, craftsmanship and community values, and is proud to be Australasia’s first
large-scale carbon-neutral brewer.
The company’s strategic focus is on building culturally relevant brands that not only meet the highest consumer
standards but also contribute to a more sustainable future. Central to this is a deep commitment to
understanding consumer needs and rapidly responding with innovative, responsibly crafted products – all
aligned with its purpose of “making the moment mean more”.
In this context, Lion faced a persistent challenge with its sales team, namely the manual and time-consuming
process of capturing beer tap information in the field. This limited the time reps could spend selling and
building customer relationships. At the same time, the company wanted to make it easier for staff to identify
and locate venues serving Lion products on tap, streamlining how they engaged with the market and supported
customer needs in real time.
Solution
To tackle its dual challenges of streamlining venue discovery and reducing the sales team’s administrative
burden, Lion applied an innovative mix of creativity and enterprise-grade technology.
The result is a fun, interactive mobile app designed to help employees find preferred venues offering Lion
products on tap. It also serves as a powerful crowdsourcing tool for capturing tap information in the field:
Co-creating innovation through a hackathon: The idea was first explored during a hackathon hosted by the
SAP Australian User Group (SAUG). During the event, Lion’s team expanded the concept to include personalised
recommendations based on users’ saved profiles and taste preferences. This allowed the app to not only
capture valuable data but also offer tailored suggestions to enhance the customer experience.
Building with SAP Business Technology Platform: With support from SAP, Lion developed a working
prototype using several services from SAP Business Technology Platform (SAP BTP). The team used SAP
Build Apps for low-code development, SAP HANA Cloud as the database backbone, and SAP Business AI
tools, including SAP AI Core and SAP AI Launchpad for AI-powered recommendations and product
descriptions.
Reducing manual effort with automation: Lion sales reps records tap information manually during venue
visits and entered it into the company’s CRM system – SAP Sales Cloud. The new app streamlines this process
by enabling crowdsourcing of tap data from other users and automatically uploading photos and information
directly into SAP Sales Cloud. This not only improves data accuracy but also frees up sales rep to spend more
time engaging with customers and driving growth.
To tackle its dual challenges of streamlining venue discovery and reducing the sales team’s administrative
burden, Lion applied an innovative mix of creativity and enterprise-grade technology.
The result is a fun, interactive mobile app designed to help employees find preferred venues offering Lion
products on tap. It also serves as a powerful crowdsourcing tool for capturing tap information in the field:
Co-creating innovation through a hackathon: The idea was first explored during a hackathon hosted by the
SAP Australian User Group (SAUG). During the event, Lion’s team expanded the concept to include personalised
recommendations based on users’ saved profiles and taste preferences. This allowed the app to not only
capture valuable data but also offer tailored suggestions to enhance the customer experience.
Building with SAP Business Technology Platform: With support from SAP, Lion developed a working
prototype using several services from SAP Business Technology Platform (SAP BTP). The team used SAP
Build Apps for low-code development, SAP HANA Cloud as the database backbone, and SAP Business AI
tools, including SAP AI Core and SAP AI Launchpad for AI-powered recommendations and product
descriptions.
Reducing manual effort with automation: Lion sales reps records tap information manually during venue
visits and entered it into the company’s CRM system – SAP Sales Cloud. The new app streamlines this process
by enabling crowdsourcing of tap data from other users and automatically uploading photos and information
directly into SAP Sales Cloud. This not only improves data accuracy but also frees up sales rep to spend more
time engaging with customers and driving growth.