In the world of premium spirits, excellence isn’t just about what’s inside the bottle—it’s about how that bottle reaches the consumer. That’s why we’re proud to announce that eBest has entered into a strategic partnership with William Grant & Sons, the independent family-owned distiller behind iconic brands like Glenfiddich® and The Balvenie®. This collaboration marks a significant evolution from traditional SFA for FMCG​ to AI-powered Sales Force Intelligence (SFI), specifically tailored for the complex SFA for Spirit​ sector.

The Challenge: Precision in a Complex CPG Landscape

William Grant & Sons’ portfolio is synonymous with craftsmanship. Yet, in a nuanced market like China, maintaining brand integrity across diverse channels—from premium bars to retail networks—requires more than legacy tools. The challenge lies in moving beyond basic SFA for CPG​ to intelligent, data-driven retail execution. How can field teams act not just efficiently, but insightfully? How can promotions be optimized in real-time? This partnership addresses these core questions.

Beyond SFA: Introducing Intelligent Retail Execution for Spirits

This partnership is built on a shared vision: to elevate SFA for Spirit​ from reactive automation to predictive intelligence. eBest’s AI-driven solution transforms how William Grant & Sons engages with the market, offering:

• Intelligent Field Empowerment:​ Enhancing SFA for FMCG​ with AI-driven insights, turning sales representatives into brand ambassadors equipped with data-driven recommendations, not just checklists.
• AI-Optimized Decision-Making:​ Leveraging advanced analytics to predict outlet performance, optimize inventory, and ensure promotional accuracy—key for effective retail execution.
• End-to-End Visibility:​ Providing full transparency from distributor stock levels to on-shelf execution, enabling proactive management across every touchpoint.

Why It Matters: Building the Future of Premium Spirits Sales

In an industry where brand perception is paramount, intelligence isn’t a luxury—it’s a necessity. By embracing AI-powered SFA for Spirit, William Grant & Sons isn’t just streamlining operations; it’s reinforcing its commitment to quality at every stage of the consumer journey. As expressed by one of the leaders at William Grant & Sons, transcending “inward-looking competition” means returning to long-term brand building—and that starts with smarter tools.

“We’re honored to partner with a legacy-driven leader like William Grant & Sons,” said the CEO of eBest. “The shift from traditional SFA for FMCG​ to SFI represents the next evolution in retail execution. With AI, we’re enabling foresight, agility, and deeper customer relationships.”

Conclusion: Crafting the Future, Together

Just as great whisky is shaped by time and craft, great sales strategies are now being shaped by data and intelligence. This collaboration is more than a technical upgrade—it’s a shared journey toward a more connected, insightful future for the spirits industry.

We raise a glass to what’s ahead.