Craft Brewing Sales Reporting Implementation
How Sapporo–Stone Brewing Unified Its Sales Data to Drive Smarter, Faster Decisions
Client: Sapporo–Stone Brewing
Consultant: Kyle Williams
Engagement: Former Team Member and External Consultant for Power BI Reporting and Data Modeling
Solution: Power BI Reporting Ecosystem with the “Rosetta” Unified Data Model
Overview
Sapporo–Stone Brewing, a leader in the craft beer and beverage industry, sought to modernize its reporting infrastructure to gain a clear, actionable view of performance across the complex three-tier beverage alcohol system. The organization partnered with Kyle Williams to design and implement a Power BI reporting ecosystem capable of aligning executive, sales, and operational teams around a single source of truth.
Challenge
Fragmented Insights Across the Three-Tier System
Sapporo - Stone Brewing needed a unified, actionable view of sales performance across the complex three-tier beverage alcohol system — from distributor shipments to retail sales and consumer purchases. Leadership and operational teams lacked visibility into SKU-level trends and regional performance, limiting their ability to make agile, data-informed decisions.
The Strategy
A Unified Power BI Ecosystem Anchored by the “Rosetta” Data Model
Kyle led the development of a suite of Power BI tools tailored to the needs of:
Executive Leadership: Strategic dashboards tracking companywide performance
Commercial/Sales Teams: Regional and account-level insights into distributor and retailer activity
Supply Chain & Operations: Demand planning tools informed by real-time sales and consumption trends
Finance: Budget vs. actual performance tracking across channels
To support these tools, Kyle architected a unified data model known internally as “Rosetta”. This model consolidated data from:
AX 2012 ERP: Internal shipment and financial data
VIP (Vermont Information Processing): Distributor-to-retailer sales data
Nielsen: Syndicated consumer scan data
Data Warehouse: Kyle partnered with a highly sophisticated data team that developed a data warehouse in SQL Server technologies to help build out Rosetta.
The Rosetta model ensured:
Consistent logic and definitions across all reports
Real-time data updates without manual spreadsheet wrangling
Scalable reporting from a single source of truth
This enabled SKU- and customer-level trend analysis, allowing teams to pinpoint where sales efforts were succeeding and where adjustments were needed.
“Kyle’s the kind of person you want on your team — sharp, collaborative, and laser-focused on building solutions the right way from the start. He played a huge role in helping our commercial team unlock insights that actually moved the needle. The Rosetta model he helped build is hands-down one of the best tools we have in our company. You can count on Kyle to deliver high-quality work and partner at a strategic level, every time.”
Impact
From Fragmented Data to Full-Funnel Clarity
Sales Optimization: Sales teams identified high-performing regions and accounts, reallocating resources for maximum impact
Demand Planning Accuracy: Operations teams aligned production with real-world consumption and distributor trends
Strategic Clarity: Leadership gained a holistic view of performance across the three-tier system
Reporting Efficiency: Teams built reports faster and more reliably using the Rosetta model