Carlton & United Breweries

How an iconic Australian company established a direct-to-consumer sales channel with the help of Fulfilio

Hours saved weekly


SKUs stored


Warehouses around Australia

“We partnered with Fuflilio because they provide a reliable, timely and compliant service.”

Services Used:

  • Pick and Pack
  • Australia Post delivery


  • CUB has moved its stock into Fulfilio fulfilment centres across the country – ensuring timely and cost-effective delivery
  • The partnership has seen Fulfilio automate CUB’s DTC supply chain by integrating their eBay store directly with the Fuflilio platform

CUB is an iconic Australian company with a leading retail distribution network. It
wanted to sell its beers through e-commerce retailers where they weren’t currently
available. But CUB’s existing processes, infrastructure and technology weren’t
enough to manage the last mile.

CUB’s Lance Eerhard was tasked with finding a quick and cost-effective solution. It
was critical, he said, to find a partner that had a national footprint and who could
integrate a digital offering with CUB’s sales channel.

“Australian beer lovers are increasingly looking to buy beer through fast-growing
digital retailers such as eBay.,” he said. “CUB produces some of Australia’s most
popular beers so it made sense to explore whether these retailers would be an
effective way to get our beer into the market.”

The Solution

Fulfilio developed an end-to-end last mile solution to meet CUB’s specific needs –
integrating Fulfilio technology and pick/pack offer with CUB’s eBay shopfront.

CUB launched their eBay store and moved their stock into Fulfilio’s Melbourne
fulfilment centre in November 2018 during the busy Black Friday / Cyber Monday
sale period. Lance said the business was able to make the most out of this busy
period because of Fulfilio’s ability to flex up and down, its proactive communication
and extensive support offering.

“Fulfilio’s national network has helped us get closer to consumers by providing a
high-quality and speedy service,” Lance said.

“Critically for CUB, Fulfilio takes the responsible delivery of alcohol incredibly
seriously. We know our products are delivered by a company that understand the
importance of a strict compliance regime.”