Founded in 1996 as Brown Forman Beverages Africa, The Really Great Brand Company (RGBC) was established in July 2001. It initially started by distributing Jack Daniels and Southern Comfort, and to date has grown to distribute no less than 25 alcoholic brands, including Famous Grouse, Bombay Sapphire and Glenmorangie, to name just a few.

With a broad customer base of off-premises establishments such as bottle stores and on premise outlets such as bars, pubs and clubs, the company was looking for a customer relationship management (CRM) solution to adequately service these two very different channels.