Building a B2B Ecosystem

Reyes Beverage Company, a national beverage distributor, had become increasingly aware that their time-constrained, back of house customers have little time – and often expertise – to strategize their business profitability, research local competitor pricing, analyze macro trends, or turn data points into actionable business intelligence. So, in a bold move toward customer centricity, they came to Glue prepared to transform their existing limited B2B commerce platform into a highly valued business tool that could do more than build orders: It would need to help their B2B customers at restaurants, bars, on-premise stores build their businesses. At the same time, Reyes was expanding its famed beerline.com to offer a broader portfolio of beverages while also wanting to serve far more customers than their person-based sales force could do alone.

I led the development of SipMarket from the ground up – from branding to a best-in-class digital B2B platform – empowering Reyes to transition beyond beer into a beverage powerhouse. This elevated digital presence strengthens relationships and expands their reach within the distributor ecosystem. By digitizing and streamlining key functions, SipMarket positions Reyes as the ideal partner for both B2B customers and suppliers.

Some results:

• 1MM+ Digital sales in first 6 months

• +18% AOV (Average Order Value)

• +51% Time on site