Mapple Distilleries Implements BeatRoute’s SFA Software and DMS in Ethiopia

Mapple Distilleries, a prominent Ethiopian beverage company, has implemented BeatRoute’s Sales Force Automation Software (SFA) and Distributor Management System (DMS). This move highlights the accelerating shift toward BeatRoute across Africa, with many leading beverage brands adopting the platform to achieve stronger retail execution.

About Mapple Distilleries

Mapple Distilleries is a prominent Ethiopian beverage company that began operations in 2018. Rooted in Ethiopia’s vibrant heritage, the company blends local ingredients with global inspirations to craft spirits that reflect the richness and natural beauty of the land.

With state-of-the-art German machinery, time-honored distillation techniques, and a commitment to quality, Mapple delivers smooth, aromatic, and distinct products made for enthusiasts and curious newcomers alike. Proudly Ethiopian and globally minded, the brand continues to shape the country’s modern spirits landscape.

BeatRoute’s Offering for the African Liquor Industry

BeatRoute understands the unique operational and regulatory needs of the liquor industry, where compliance, visibility, distributor coordination, and flawless in-outlet execution directly influence market success.

BeatRoute unifies your entire retail ecosystem on a functionally scalable platform and enables liquor brands to execute their sales strategy consistently across both off-premise and on-premise channels.

From premium liquor stores and specialty outlets to hotels, bars, and restaurants, the platform ensures that every route-to-market activity stays aligned with the goals defined within the system and enables teams to execute with precision and purpose across all channels.

💡Pro tip: If you want to explore a platform that understands how the liquor industry actually works and offers solutions built around those realities, check out our offerings.

Key Capabilities of BeatRoute’s Platform

Here is how BeatRoute’s different modules and AI Agents work in markets where liquor companies operate in a manner similar to the broader CPG industry.

1. Core Platform Modules

📍 Sales Force Automation Software (SFA)

BeatRoute’s SFA Software aligns every sales activity with the business goals defined within the platform. Sales representatives can plan visits, take orders, and record visibility in real time, while managers access data-driven insights simply by asking questions in natural language. For spirits brands competing for limited cooler space and shelf placement, reps enter each account prepared with complete history. 

The platform, powered by AI Agents purpose-built for retail execution, further enhances efficiency by enabling smarter cross-selling of premium lines, effective visit planning for high-potential accounts, and winning shelf space conversations backed by data.

📍 Distributor Management System (DMS)

In the liquor industry, distributor relationships make or break your market presence. When your product sits in a distributor’s warehouse while competitor brands get pushed, or when stock discrepancies and credit disputes create friction, growth stalls. 

BeatRoute’s DMS helps you overcome this by ensuring transparency between your company and every distributor in your network. It manages everything from order placement to invoicing and payment tracking within a single connected system. It gives real-time visibility into secondary sales, dispatch visibility, inventory and credit status while ensuring alignment between company sales data and distributor records.

The system also supports live scheme visibility, seamless returns processing, and integration with tools like Tally, enabling uninterrupted workflows even in low-connectivity regions.

📍 Customer App

Getting customers to reorder consistently is one of the biggest challenges in spirits distribution. When your sales rep can’t visit every week, orders get missed. When outlets run low on your SKUs but the reordering process is cumbersome, they default to whatever’s easiest, often your competitor’s brand. BeatRoute’s Customer App puts ordering power directly in your retailers’ hands. 

Bar managers can place orders at midnight after counting stock. Liquor store owners can quickly reorder their fast-moving SKUs without waiting for a sales call. They see their outstanding invoices, active promotions, available credit, and account status instantly. Integrated payment options mean they can clear dues and place new orders in one flow. 

The result: fewer stock-outs, faster order cycles, and retailers who find it easy to keep your products moving.

📍 Route Optimization Software

BeatRoute’s Route Optimization Software enables intelligent route planning that factors in rep availability, customer timing, working calendars, territory goals, and other operational constraints. The system helps maximize outlet coverage, improve visit efficiency and ensure that manpower is neither underutilized nor overloaded. Managers can monitor route compliance, missed visits, and team productivity through BeatRoute’s dashboards, ensuring complete visibility and data-driven oversight across territories.

BeatRoute’s AI Agents

📍 BeatRoute’s Scheduling AI Agent

BeatRoute’s Scheduling AI Agent analyzes your entire outlet universe, purchase history, outlet type, geographic location, and business potential, to tell each rep exactly where to focus their time. It ensures high-value accounts get the attention they need, new prospects get proper cultivation visits, and routine accounts stay on schedule without consuming disproportionate time. Reps stop guessing and start working a plan that’s optimized for revenue, not just activity.

📍 BeatRoute’s Order AI Agent

Walk into any bar and you’ll see dozens of spirit brands competing for attention. Your rep has maybe 15 minutes to take an order before the manager gets pulled away. Should they push the premium whiskey line? Focus on the vodka that’s selling everywhere? Introducing the new gin? Guessing wrong means missed revenue and wasted time.

BeatRoute’s Order AI Agent removes the guesswork. It analyzes what this specific outlet has ordered before, what’s working at similar venues nearby, which promotions are active, and what stock levels make sense for their volume.

Then it recommends the ideal product mix for that exact account. Reps can upsell to premium offerings when the data shows the outlet can move them, or ensure consistent reorders of proven SKUs. Orders get larger, more accurate, and more profitable, without the rep needing to memorize patterns across hundreds of accounts.

📍 BeatRoute Copilot

BeatRoute Copilot enables teams to interact with their business data using natural language, reducing dependency on traditional dashboards. It delivers instant, AI-driven insights across sales performance, field execution, outlet coverage by channel type, merchandising compliance for brand visibility, and team productivity. 

Managers can ask questions like “Which outlets haven’t ordered our premium range this month?” helping teams identify market gaps faster and make informed, data-backed decisions to drive distribution depth and brand presence.

These are among the many capabilities that BeatRoute brings for retail sales and distribution.

About BeatRoute

BeatRoute is a goal-driven AI platform for retail sales and distribution that aligns sales teams and channel partners to the end goals that matter most. Built for industries where flawless execution at the point of sale defines market leadership, BeatRoute brings the structure, intelligence, and control needed to win consistently on the ground.

Proven Impact

BeatRoute currently serves over 200 enterprise brands across 20+ countries, empowering 100,000+ active users in 10 industry verticals throughout India, South Asia, and Africa. The platform is trusted by leading Nigerian and African enterprises, including brands like Oasis Distilleries,  Dangote, Aava Brands,CICOTI, Dendairy, and Shalina Healthcare, demonstrating BeatRoute’s strong regional adoption and proven ability to scale across diverse markets.

Experience the Transformation

With BeatRoute’s SFA Software and DMS working together, Mapple Distilleries is building a robust and connected retail sales and distribution ecosystem. Every channel partner is now guided toward specific targets set within the platform, ensuring focused execution, improved accountability, and faster business growth.

👉 Book a demo with BeatRoute to explore how our Goal-Driven AI turns company goals into territory-level actions and helps you achieve your retail goals more efficiently.