mySG

Topics: Consumer Goods, Enterprise, Mobile Development, Digital Marketing

mySG is Southern Glazer consumer-facing digital companion, a mobile experience that helps people discover and engage with the wine and spirits brands around them. Users can find nearby restaurants and stores carrying specific SG brands, search the catalogue, scan barcodes, save favorites, and get personalized product recommendations and education, with gamified missions and rewards for participating in SG success. Beyond the product itself, mySG was the proving ground for a new digital operating model at SGWS, built by a single-threaded product team through validation, incubation, and deployment phases, organized around end-to-end user journeys and outcome-based governance.

Challenge

Most consumer interaction with Southern Glazer brands happens at retail or on-premise, where the brand experience is delegated to a third party. SGWS had no consumer-facing surface that could connect drinkers directly to the brands and venues stocking them, and no way to measure consumer-side engagement. The opportunity was to build a mobile companion that helps people discover, locate, and engage with SG brands in their world, while doubling as a pilot for a new digital operating model at SGWS.

Impact

Defined and shipped mySG as a consumer-facing mobile companion with discovery, product locator, search and barcode scan, saved favorites, personalized recommendations and education, and gamified missions tied to rewards. Beyond the product itself, mySG validated SGWS ten key changes for the operating model: single-threaded product ownership, integrated roadmaps and backlogs, end-to-end user journeys, forward-deployed talent from capability chapters, elevated platform capabilities (architecture, DevSecOps), outcome-based governance, persistent fixed-capacity teams, and shared business, delivery, and technical metrics. The build moved through validation (12 to 16 weeks), incubation, alpha, and beta phases en route to enterprise launch. Stage: pilot (late 2023). Shipped adoption and engagement metrics are not asserted here.