RhinoCRM by ForteIS: a CRM purpose built for the liquor industry

A quality CRM can do so much more than tracking customer interactions. It should also be a tool to drive sales, manage complex product portfolios and ensure seamless operations across multiple regions.

Developed by the team at ForteIS, RhinoCRM can do just that. With a custom application for the liquor sector, it’s no wonder businesses like Casella Family Brands and Sazerac (SouthTrade International) have made the switch. Thanks to its tailored functionality, scalable design and exceptional customer support, Rhino has helped these companies – and many more – streamline operations and stay ahead in a competitive market.

Designed for the liquor industry

One of the biggest advantages of Rhino is that it has been purpose-built for the liquor industry, making it easy to manage multi-category sales across beer, wine and spirits. For Casella Family Brands (CFB), this was crucial as the company expanded beyond wine into beer and RTDs.

“Our previous CRM was purely sales call and ordering-based,” explains David Begg, NSW State Manager at CFB. “Since we’ve acquired Ampersand and got the rights for Better Beer, having a CRM that could handle multiple product categories was critical. Rhino has made that transition seamless.”

Rhino’s ability to integrate all sales processes into a single system is a game-changer for companies dealing with large product ranges and diverse sales channels. The system allows teams to track distribution, store-level compliance and performance across different liquor categories, ensuring nothing slips through the cracks.

Scalability for growth

For growing liquor businesses, a CRM must not only meet current needs but also evolve as the company expands. Brewdog, which built its Australian sales team from the ground up, needed a system that could scale with the growing team and business.

“We had no infrastructure when we started, so we needed something easy to implement and flexible enough to grow with us,” says Damien Draper, National Sales Manager Independents at Brewdog. “Rhino was a no-brainer – it’s built for the industry and super simple to use. Plus, if it doesn’t do something you need, the Rhino team can build it for you.”

Unmatched customer support

Beyond its functionality, Rhino’s hands-on support adds to the attractiveness of the product. Rather than offering a one-size-fits-all solution, the Rhino team works closely with customers to ensure a smooth onboarding experience and ongoing optimisation.

“The Rhino team didn’t just sell us a tool, they made sure we used it effectively,” says Greg Husband, General Manager – Commercial at Young Henrys Brewing & Distilling. “They took ownership of the integration, built the plan, executed it and provided training. Even after launch, they were on hand to support us as needed.”

This proactive approach is a key reason why Rhino continues to receive strong recommendations from its customers.

“I love that it’s not app-based and the Rhino team is just a phone call away,” says Blake Schill, Sales Operations Manager at Sazerac (Southtrade International). “They turn around builds and queries quickly, which is essential for a fast-paced business like ours.”

A CRM that feels like a partner

Choosing the right CRM isn’t just about features – it’s about having a system that aligns with the way liquor sales teams work. From tracking in-store execution to ensuring field reps can access crucial data in real time, Rhino delivers a solution that simplifies workflows rather than complicating them.

According to Blake Schill, “Rhino is our Bible, we can’t work without it. I highly recommend Rhino for all sales led businesses in the liquor industry. Whether it’s your first CRM, a pivot to flexibility or you’re just looking for a change. The team at Rhino is amazing.”

And as David Begg sums it up, “Honestly, if you’re in the liquor industry, go for it. I can’t speak highly enough about it.”

Contact the ForteIS team to discuss RhinoCRM for your business:

p: 02 9648 4958
e: info@forteis.com.au
w: forteis.com.au

ForteIS is a Gold Partner of the Drinks Association.