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.

House of Theakston is a 3-part behind-the-scenes series exploring how historic brewing heritage meets modern sales strategy. In this third and last episode we talk with Theakston partner, Royal Swinkels, about the complexities and rewards of the UK on-trade.

House of Theakston is a 3-part behind-the-scenes series exploring how historic brewing heritage meets modern sales strategy. Follow along as we dive into sales, management operations, international partnerships, and tech co-evolution.

House of Theakston is a 3-part behind-the-scenes series exploring how historic brewing heritage meets modern sales strategy. Follow along as we dive into sales, management operations, international partnerships, and tech co-evolution.

amie is a producer of Languedoc-based wines, reds, whites, rosés, and a sparkling Crémant, made for modern drinkers who value great taste and good design in equal measure.

As Commercial Director, Fred Barton leads the sales team, bringing over ten years of experience across FMCG brands like Willy’s ACV and Chase Vodka. Having worked with giant CRMs before, he knew how complicated they could get, and how little personal support they often provided.

Going from a start-up to scaling up, their sales team was juggling “monster” spreadsheets, disconnected systems, and data they couldn’t trust. Watch our case study with Fred about amie’s journey with Bowimi below, or read on to find out more.

Jimmy’s Iced Coffee is a UK brand on a mission to bring delicious, refreshing iced coffee to the masses. Started by siblings Jim and Suzie in 2010 the brand is now a household name, as well as a favourite among meal deal fiends.

Jimmy’s is now part of the Carlsberg Britvic family, and stocked in major retailers like Tesco, Sainsbury’s, ASDA, Morrisons and Waitrose, while still keeping its independent, feel-good spirit alive.

We caught up with Tony, their National Field Sales Manager, who has been part of the Jimmy’s family for over four years. From starting out in the field to leading the national team, he’s seen first-hand how a strong field sales operation is invaluable to a brand’s success.

Their field sales force plays a critical role in ensuring every bottle of iced coffee lands exactly where it should: front and centre in stores across the UK.

And for Tony, Bowimi has become his “most powerful sidekick” in making that happen.

For over 25 years, Funkin Cocktails has been the UK’s leading cocktail solutions provider across both the on-trade and off-trade. Their mission is simple: to make high-quality cocktails accessible to everyone. With more than 100 million cocktails served in bars, pubs, and restaurants nationwide, Funkin is a brand trusted by both bartenders and consumers.

When Dom, Senior National Account Manager, joined Funkin from Fentimans, the company was taking its first steps into field sales with just two representatives. Without a CRM in place, the challenge was not just about selling, it was about setting up an entire function from the ground up. 

Denzel’s is a dog treat brand run by a group of obsessive dog lovers and Denzel; the world’s most spoiled Cocker Spaniel. Their mission? To celebrate the joy we feel when we treat our dogs ridiculously, with premium all-natural dog treats, because let’s face it, they deserve it.

From gift boxes to steak and chips training rewards, Denzel’s products are proudly made in the UK & Ireland and designed to deliver tail wags on every occasion.

If you’ve ever ordered a craft beer in the UK, chances are you’ve come across a Beavertown brew. Known for their bold flavours and instantly recognisable, comic book-style branding, Beavertown has become one of the country’s most iconic craft breweries since launching in 2011.

Now part of the Heineken family, Beavertown continues to carve out its place in the market, with a mission to bring great beer to more drinkers, in more venues, across the UK. Their range includes fan favourites like Neck Oil, Gamma Ray, and alcohol-free Lazer Crush, and they’ve built an impressive nationwide presence to match.

At the heart of their on-trade growth is a dedicated field sales team, led by National Field Sales Manager Jasmine, who joined the business in 2023 with a background spanning the likes of Heineken, independent breweries and e-commerce.

Huel are on a mission to make nutritionally complete food that’s good for people and the planet, and easy to grab on the go. Since 2022, they’ve been using Bowimi to manage their growing field sales operation. 

But things really levelled up in 2024, when Nick Smith came onboard as Field Sales Manager and expanded the team. At the end of 2024, retail made up about a third of Huel’s £110m UK revenues—more than doubling over the course of the year (The Grocer). Huel’s field sales team has played a pivotal role in driving their retail expansion, securing fixtures through on-the-ground prospecting, ensuring new product listings in existing customer stores, and maintaining the quality of in-store displays. 

Nick brings years of experience using (and wrestling with) other CRMs. David, who made the leap from working in Finance at Huel into field sales a year ago, represents the frontline. He brings a unique perspective on what it takes to be effective out in the field, and Nick gives us insight into managerial needs of reporting to stakeholders.