Ab InBev – Carlton & United Breweries (CUB)

Who is CUB?

Carlton & United Breweries is one of the most iconic brands in Australia. It is a subsidiary of AB InBev, a multinational drinks and brewing holdings company based in Belgium. CUB produces many of Australia’s most successful beverages, including one of Australia’s highest-selling beers, Victoria Bitter. In December 2011, South African owned brewer SAB Miller acquired Foster’s Group and took over ownership of Carlton & United Breweries as part of the acquisition.

customer Testimonial

FAIR’s implementation team provided an excellent partnership in bringing our smart product recommendation engine on CUB’s B2B SAP Commerce Cloud (Hybris) platform to life. The teams innovative delivery approach provided the right outcome for our business, resulting in sales uplift and positive customer buying experience using our eCommerce service.
Arturo Reitz
Associate Director Commercial solutions

Engagement Summary

CUB engaged with FAIR Consulting Group to initially help set up their Hybris system. We provided a number of services to support CUB in becoming digitally nimble across its marketing and commerce channels for B2B. During our engagement, we supported their global rollout of SAP (Hybris) Commerce and provided guidance to their global SI teams. We also worked to update their SAP (Hybris) Commerce version to the new CCV2 version. CUB then asked FAIR Consulting Group to provide enhancement work on a number of commerce-related applications and features to better prepare for the large migration initiative. Finally, we provided support in the migration and transition from on-premise set-up to the SAP Commerce Cloud platform.

This project aimed to help reduce inefficiencies, clean up the outdated systems and deliver an “end to end” transition, which gave CUB more control of their SAP services.

Delivered CX Projects

  • Architecture Overview & Quality Assurance
  • SAP Commerce Enhanecments
  • SAP Commerce Upgrade & Migration Preparation

Global Roll-out of SAP Commerce

We worked with CUB to support their global roll-out of SAP (Hybris) Commerce, we conducted Quality Assurance work and Architecture advisory to ensure project goals were met on time. We also worked with their global SI teams to stay on track in regards to design, scope and project deliverable.

Developing Service Oriented Architecture 

FAIR conducted a series of different enhancements for CUB on SAP (Hybris) Commerce to prepare for the update and migration plan. We worked on the design and implementation of mapped out enhancements to the SAP Commerce based B2B customer portal. FAIR enhanced and optimised :

  • Stock labels
  • Product Recommendations
  • Shoppable search drop-down
  • Bulk import through import cockpit
  • Reporting and email improvements
  • SEO improvements


Full End To End Upgrade & Migration

We updated CUB’s SAP (Hybris) Commerce application to the latest CCV2 version in order to help prepare for the migration of on-premise to SAP Cloud Platform. This project was highly technical and used an agile scrum team to deliver. Once (SAP) Hybris Commerce was updated, our team began the migration from CUB’s internal on-premise servers to the SAP Cloud Platform. This project was one of the first End to End upgrade and migration project for SAP Commerce on-prem to CCV2 SAP Commerce Cloud in Australia.

Related Insights

Subscribe to our newsletter