SAP® Innovation Awards 2020 Entry Pitch Deck Enhancing the Customer Experience Through Digital Innovation with SAP Bacardi Company Information

Headquarters Hamilton, Bermuda Industry Beverage, Spirits Web site https://www.bacardilimited.com/

Bacardi is the largest privately held, family-owned spirits company in the world, with more than 200 brands and labels, selling in 170+ markets worldwide. Bacardi IT is mainly Enterprise business process-oriented, relying heavily on SAP backend platforms and many satellite IT solutions. From an integration perspective, more than 1K2 mediated integration flows are supported by SAP Process Orchestration.

Challenge “Customer’s (target outlets) Bacardi is mainly Enterprise Business Process-oriented, relying heavily on SAP backend platforms and many satellite IT solutions. From an integration perspective, more than 1K2 mediated integration flows are supported by SAP Process Orchestration. Neither tools nor skills were experiences have been available to face the next step in terms of digital application & integration needs. improved. By creating a new easy-going Sales Force Automation toolset tailored to Solution the specifics of the on-trade Improvements in the digital experience required setting up the toolset, governance and skillset with the aim of facing the Digital Transformation channel, sales employees Journey. Integration becomes one of the main pillars for supporting digital applications. They needed to create a new Sales Force Automation Platform tailored to the specifications of the on-trade channel to be an easy-going toolset and enabling sales employees to make their work have been enabled to make more effective, providing an integrated system linked to all the markets, teams and IT solutions still in place. their work more effective. This was made possible by Outcome providing a single integrated Integration components were implemented and delivered in a short period of time, matching business digital standard expectations – less than system linked to all the 1 month! Reusable building blocks were achieved by using the new SAP Cloud technologies: SAP Cloud Platform API Management and Open markets, teams and IT Connectors, all in collaboration with existing components provided by SAP Process Orchestration. Low-level API GAPs were sorted out by the Solutions.” strong capabilities offered by SAP Cloud Platform Open Connectors, without requiring new development at the backend application side.

Sergio Morales Manager, Global IT Service Management Integration HIGH POSITIVE impact in IT IMPROVED productivity due to IMPROVED order creation and department due to new skills and better UX and speed customer data access under a opportunities acquired multi cloud environment

There were 3 main business challenges Bacardi was facing: • Complexity: The Bacardi IT landscape is becoming more heterogeneous and integration complexity is at an all-time high. • Increasing Demand: Digital processes and applications rest strongly on integration capabilities, hence, integration flow volume has increased dramatically. • Agility: Digital businesses deliver simple connected digital experiences to customers, partners and employees, thus speed is mandatory.

Bacardi’s objectives were as follows: • Building blocks needed to be constructed for digital businesses in order to reach high level of reusability. • API-driven application architecture needed to be encouraged with the aim of enabling an open integration landscape vs point to point/mediated integrations. • Accelerators needed to be included in the procedures, tools and facilitators to deliver faster new integration scenarios, without overlooking support and operations activities to some extent. • Tools and skills needed to be obtained for integrating modern cloud applications with the existing portfolio and skillset.

What has been done at Bacardi in terms of Digital Transformation relates to the introduction of new tools. The solution provides the required agility to quickly address integration issues, which is directly beneficial to the business.

From a process innovation perspective, since Bacardi utilized the SAP Integration Solution Advisory Methodology Best Practices, it has been possible to achieve the desired standardization in terms of integration, which allows them to move from ad hoc integration projects toward the goal of “self-service integration” that represents business utility.

The use case AMALIA is about improving customer (target outlets) by creating a new sales force automation platform tailored to the specifications of the on-trade channel to be a user friendly toolset, enabling sales employees to make their work more effective. Providing an integrated system linked to all the markets, teams and IT solutions still in place was fundamental.

The SAP Cloud Platform has been used especially in API Management and Open Connectors services (Salesforce connector + custom developed connectors), plus SAP Master Data Governance backend and SAP Process Orchestration are part of the architecture.

Business or Social IT Human Empowerment Improved efficiency of sales in IT can now leverage new In addition to the new skills the field with consequent competencies to faster easily acquired by IT benefits for the business. implement complex integration employees, there was good scenarios with a secure and adoption by sales in the field, agile cloud approach, being able who appreciated the newly to maximize the existing provided solution in terms of the investments user experience.

Integration delivery speed has been increased significantly, accommodating the agile cycle needs

SAP Cloud Platform Integration Suite

Deployment status LIVE

Date September 2019 Number of users 15 (first wave)

SAP technologies used: Deployment status SAP product (live or proof of concept [POC]) Contribution to project

Core element for integration architecture & key element for SAP Cloud Platform Integration Suite Live 1 implemented solution

Owns multiple integration flows to transform and route SAP Process Orchestration Live 2 before API consumption

3 SAP Master Data Governance Live Backend where customer data resides

If you have used one of the services or support offerings from SAP Digital Business Services during the implementation or deployment phase, please select with X one or more of the following offerings:

SAP MaxAttention™ SAP ActiveAttention™ SAP Advanced Deployment SAP Value Assurance SAP Model Company Others: SAP Innovation Services SAP Innovative Business Solutions

The following advanced technologies were part of the project.

Technology or use case Yes or No Contribution to project

1 3D printing No

2 Blockchain No

3 Internet of Things (IoT) No

4 Machine learning or AI No

5 Conversational AI No

6 Robotic process automation No

7 Data anonymization No

8 Augmented analytics No

Video: Bacardi’s Digital Integration Journey with SAP Cloud Platform Integration Suite

Article: Why Harrods and Bacardi have embraced the cloud to manage their data needs