Carlton & United Breweries Intranet

Prior to the restructure that created the multi-beverage division called Foster's Australia, Carlton & United Breweries (CUB) was Australia's leading brewery business within Australia's iconic Foster's Group of companies.

In essence, CUB needed a browser-based ‘manual' of their Sales, Trade Services, Marketing and Brand Procedures – a Sales and Marketing Intranet. It had to be updated easily, quickly and accurately in-house, then accessed by everyone on the team. Up-to-date, accurate, consistent information for all.

With an on-the-road sales team of around 250 and an additional 300 Sales and Marketing staff in offices around Australia, CUB had a clear idea of the efficiencies to be gained and cost-savings to be made in developing a web-based solution. Production and distribution of hard-copy communications was expensive and environmentally wasteful. Furthermore, detailed campaign knowledge was becoming inconsistently spread throughout the group and poorly documented. A central repository was required to ensure that information was logically stored, up-to-date and available on demand.

CUB conducted in-house site-planning workshops over several months before briefing Areeba on their needs. After intensive consultation, Areeba were able to overlay these detailed requirements with our web expertise to formulate a solution.

The CUB and Marketing Intranet, maintained in-house by CUB using the RedDot Content Management System.

Feedback was extremely positive, with functionality and graphics being of the highest standard. Users were trained to use the Intranet in their day-to-day activities, whilst overall upkeep and maintenance of the site was being governed by a content management strategy.

The RedDot CMS allowed a complex website to be built using workflow and sophisticated navigation and published as plain HTML that could be installed on laptops to be carried around by on-the-road sales representatives. The strategy removed the speed and accessibility barrier inherent in accessing high quality imagery and video of campaign and brand information from remote areas of Australia.