Published : 02/02/2026 - 5 minutes read
Customer Success Stories
iPad & Airplane Mode: González Byass has Reinvented its Sales Management
The 200-year-old Spanish wine company will rely on Salesforce to modernize its sales tool and optimize its sales teams across 5,000 points of sale.
When an 185-year-old family business decides to revolutionize its business methods, the result is a project that is as ambitious as it is instructive. González Byass, an iconic figure in Spanish wine production with a presence in the country's most prestigious appellations, has just completed its digital transformation in partnership with Inetum. This project perfectly illustrates how wine-making tradition and technological innovation can go hand in hand.
From Tradition to Transformation
Founded in 1835 and producer of the famous Tío Pepe sherry, González Byass now operates in several international markets with its own distribution in the United Kingdom, the United States, Mexico, and Chile. But it is in the domestic market that the company has decided to focus its modernization efforts.
The trigger? Business management software that had reached the end of its life cycle. “In the domestic restaurant and hotel market, we had software that had reached the end of its life. We simply no longer had IT support,” explained Guillermo Vallejo, Director of Innovation & IT at González Byass. “The challenge was to find new software to cover the capabilities we already had, while exploring new opportunities within a robust and scalable framework.”
A Solution Designed for Mobility
The challenge was particularly significant given the volumes handled by the company. “At González Byass, we serve 1,500 customers directly. Ninety-four percent of them belong to the CHR (cafés, hotels, restaurants) sector, which accounts for 70% of our volume,” explained María Eugenia Álvarez, Head of Commercial Management Control.
Faced with this constraint, Inetum designed a tailor-made solution based on Salesforce. “We listened carefully to González Byass, their friction points and their objectives. As a result, we defined a solution on Salesforce, which is an agile, easy-to-use and scalable platform,” explained Sonia Sánchez, Senior Salesforce Consultant at Inetum.
What makes this solution unique? It works entirely offline. “Our sales force manages a very large portfolio, so it was essential to have a powerful, agile, and adaptable tool. This offline application developed on Salesforce guarantees us access to data even in the field, without a connection,” emphasized María Eugenia Álvarez.
In the field, sales representatives now have iPads that allow them to “manage their orders, view their history, monitor the collection portfolio, and communicate with the commercial management control team with full traceability,” she explained.
Tangible Gains across 5,000 Points of Sale
The results were immediate. “We cover more than 5,000 points of sale. Thanks to this solution, we have improved our route planning, visit / order recording, and real-time decision-making,” explained Elena Mateo, Trade Marketing Iberia at González Byass.
The benefits extend to sales management: “We manage our portfolios better, analyze returns by channel, area, or brand, and optimize the use of our resources. All of this translates into greater productivity, better service, and stronger commercial relationships.”
For Juan Carlos Zorio, CEO Country Manager Iberia at González Byass, this project perfectly illustrates the alliance between tradition and innovation: “Two great companies, González Byass and Inetum, have been able to shape a unique Salesforce ecosystem and get the most out of it.”
This digital transformation demonstrates that a 200-year-old company can successfully modernize by relying on the right technologies and partners, while preserving its family DNA and business expertise.