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In 2022, Craft ’Ohana founder Garrett Marrero and president and COO Scott Metzger had a decision to make. Faced with the complexities of growing a multicategory beverage business in a saturated market, they knew their current software was too limited to support the depth and breadth of their vision. They needed an infinitely scalable, end-to-end solution with a 360-degree view of their compliance obligations, product lines, and brands. After an exhaustive search, they chose Crafted ERP BevX as the backbone of their current and future operations.
“When I joined Maui Brewing, we were struggling with our data integrity and visibility, which hindered our ability to make smart, data-driven decisions,” says Metzger. “We had big ambitions to grow Maui Brewing into what is now Craft ’Ohana, but we knew we would have to change the data infrastructure.”
Following a successful implementation, Craft ’Ohana—the parent company of Maui Brewing Co., Maui Hard Seltzers, Kupu Spirits, and Modern Times Beer + Coffee—has triumphed over the challenges of its limited infrastructure and the lack of visibility and unification across its multicategory brands. Today, the company is firmly entrenched as the 26th largest brewer in the United States (and growing!), and it does it all on a single, fully integrated platform.
“One key thing to consider when evaluating a new system, especially such a critical, core system as an ERP, is the future. It’s important to envision what you want. Invest in a system that’s not just going to work for you now but also in five or ten years,” says Metzger.
Collaboration and Unification
Twenty-five hundred miles of the Pacific Ocean separate Craft ’Ohana’s two primary production facilities, making both its corporate structure and culture unique. Multiple retail locations across Hawaii and Southern California—not to mention a multicategory product portfolio—add even more complexity. For Craft ’Ohana, a single system is not just a nice to have, it’s a must-have.
“One great thing about Crafted ERP BevX is the ability to have different business lines all within one system,” Metzger says. “We make spirits, spirits-based RTDs, hard seltzer, hard teas, beer, and coffee—and being able to do all that without switching between systems is a huge benefit.”
Crafted’s unified business management platform provides greater visibility across the organization, resulting in a more engaged, collaborative work environment. Metzger says, “We use Crafted for everything! Having a reliable single source of truth has enabled strategic discussions to take place on common ground with common data.”
Built for Beverage
Metzger describes Crafted’s platform as a “click, not code” interface. The intuitive design is user-friendly and purpose-built for modern beverage manufacturing. Out-of-the-box reports and analytics are easy to customize, meaning the team can focus on producing delicious beverages and leave the system design to the Crafted developers.
“Crafted and the Doozy team will be by your side to help guide you and respond to your issues. They are very receptive to our needs and understand the unique challenges that a company in our specific manufacturing environment might face day in and day out,” says Metzger.
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