About Two Tribes
Independent London brewery Two Tribes partnered with Bowimi to transform their field sales process from an input-heavy administrative task into a frictionless, insights-driven operation.
Episode Overview
Craft Brewing 🍺
Traditional CRMs felt like input-heavy reporting tools that burdened field reps without delivering actionable insights or route efficiency.
Implemented Bowimi’s field-first sales CRM integrated with Breww, featuring smart journey planning, map prospecting, weighted surveys, and a custom insights dashboard.
Achieved a frictionless rep experience where reps get value out of data entry, alongside rapid executive reporting that condenses weekly performance into a 2-minute overview.
The Challenge: Overcoming Input-Heavy Admin in Craft Beer Sales
Two Tribes is an independent London brewery known for its four award-winning beers, sold predominantly across the London on-trade and off-trade channels. Spearheading the commercial strategy is Commercial Director Aaron Duffett, an industry veteran with experience spanning Lucky Saint, Camden Town Brewery, Diageo, and Heineken.
Having worked both as a sales rep and as a commercial leader, Aaron recognised a recurring flaw in traditional CRM platforms across the beverage industry. Legacy platforms required heavy manual data entry, paper order forms, and physical maps, leaving reps feeling like they were constantly reporting on themselves rather than empowered salespeople.
When I was a rep myself, the challenge with CRMs was they felt very input heavy. Probably couldn't get actually that much out of them, so it just felt like you were reporting.
Key Operational Hurdles
The Solution: Implementing Bowimi’s Field-First CRM & Tech Stack Integration
Two Tribes deployed Bowimi to give field sales reps a mobile tool that actively simplifies daily route management while providing commercial leadership with high-level visibility.
With Bowimi, it certainly feels more like the reps can get way more out of it when they put into it. It provides really great insights, they can plan their routes really efficiently, and they can prospect.
Key Features Two Tribes Use to Drive Performance
1. Interactive Map Prospecting & Route Planning
Field reps use Bowimi’s map interface to journey plan across the week. When visiting scheduled accounts, reps view surrounding venues on the map to identify and add new prospect calls into their route seamlessly.
2. Weighted Call Surveys & KPI Tracking
Two Tribes implemented tailored call surveys for different visit types. Surveys are weighted based on time commitment, such as standard check-ins versus longer brand activations or staff training sessions, allowing reps to demonstrate core KPI performance accurately.
3. Historical Account Visit Logs
Reps maintain a logged history of past interactions and notes, allowing them to review contextual details prior to entering an account on subsequent visits.
4. Custom Executive Insights Dashboard
Bowimi worked directly with Two Tribes to build a tailored management dashboard. The dashboard compiles weekly team performance, new account wins by location, and progress against targets into an easily digestible view.
5. Breww & AI Data Integration
Bowimi integrates directly with Breww, allowing Two Tribes to combine field CRM metrics with order data to eliminate manual reporting and prepare the brewery for broader AI implementation.
The Impact: Frictionless Field Operations, Rapid Insights, and Collaborative Support
Switching to Bowimi transformed field engagement for Two Tribes by giving reps a system that simplifies their work rather than increasing their workload.
The past has been a challenge, with you guys it’s felt very frictionless.
Summary of Results
Funnily enough, this isn’t Aaron’s first interview with us… Check out the case study he filmed with us at Lucky Saint by clicking the button below.
Want to Make Field Sales Frictionless for Your Team?
Stop wasting time on input-heavy CRMs or manual spreadsheets. Book a quick chat with the Bowimi team to see how leading beverage brands are scaling their trade sales.
