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How Lion’s CEO is brewing a technology-led transformation, thanks to SAP.
Presented by SAP
Led by CEO Anubha Sahasrabuddhe, LION is undergoing a fundamental digital transformation that honours its brewing heritage while positioning the company for an agile, data-driven future in an increasingly uncertain market environment. Looking to unite heritage brands like XXXX and craft innovators like Stone & Wood under a unified, cloud-based technology platform, she launched an ambitious program to create what she calls a “digital nervous system”.
“Under our new model, platforms such as SAP form the backbone of a modern, data-driven LION,” she says. “We are anchoring technology and data investment in measurable business value, combining strong central governance for enterprise platforms, data and AI with clear business ownership of outcomes. This ensures we simplify and standardise the systems at the heart of our business, strengthen decision making through advanced analytics and AI, and embed digital capability in ways that unlock growth, improve profitability and build sustainable competitive advantage.”
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Simplicity at the heart
At the heart of the transformation was the modernisastion and migration of LION’s SAP enterprise systems in the cloud, replacing fragmented, highly customised legacy platforms with a standardised operating foundation across Australasia. By eliminating geographic silos through a unified structure, and replacing legacy systems with standardised functionality, the company could adopt emerging tech like AI without a burden of technical debt.
The migration itself had almost zero disruption to critical sales channels. “Bringing in the right people with the capability to understand how technology affects operations was critical,” says Sahasrabuddhe. “As was recognising that improvement is ongoing and every initiative feeds lessons into the next.”
A disciplined approach to simplification and standardisation enabled this transition. “By reducing avoidable complexity and being intentional about change, we’re better positioned to adapt easily, with less disruption. It’s about ongoing learning and willingness to make changes, so it’s fit for what an organisation needs.”
Looking forward, LION is deploying SAP’s Business AI copilot, Joule, to automate the back office, freeing teams to focus on customer experience. Field teams now use AI-powered mobile applications that transform routine pub visits into simple data-gathering exercises to support brand strategy.
“Our people’s initial response is a mix of excitement, curiosity and, of course, some trepidation” says Sahasrabuddhe. “We know there will be challenges in any digital agenda requiring a human-centred approach to the change, which is our plan. We want to ensure everyone is aware of the benefits to their specific role and have the training to make the most of the new tools.”
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