Omniciel Opens The Beer Market With DSD Solutions

When it comes to DSD solutions for beer producers in Quebec, Omniciel has cornered the market. The company secured system design, installation, and ongoing support with Labatts, Molson-Coors, and Sleemans. In addition, Omniciel sells solutions and support to multiple DSD vendors in other markets, such as dairy vendors. Founded in 1967 by Jan Lessard, 90% of Omniciel's customers are food and beverage distributors.

While Omniciel doesn't specifically target breweries for new business, the successful implementation at Labatts attracted the attention of other regional distributors. Quebec is the only province in Canada where beer is sold in convenience and grocery stores. Elsewhere in Canada, the law requires that beer must be purchased in beer-specific stores, eliminating the need for DSD solutions. Ontario is close to adopting convenience and grocery store beer sales, and the other provinces typically follow along shortly thereafter. When the law changes in the other provinces (proposed in all), the potential for these route solutions could increase fivefold.

Labatts was the first beer producer to purchase Omniciel's complete DSD solution, which included a RoadManager back end system, Road Partner handheld software, and the Omnicom communication software. Intermec 740 handhelds with Datamax-O'Neil 8i printers were customized for hands-free printing, including development of a custom cradle to allow drivers to carry both units.