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Middle East Beverage Leader Optimizes Their Logistics

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Mike Castelluccio, Partner Director
Mike Castelluccio, Partner Director

I connect people with solutions that will transform their business.

CARMEL, IN – A team of logistics experts from Carmel-based Blue Horseshoe Solutions is in place and ready to ramp up a logistics optimization for one of the largest distributors of alcoholic and non-alcoholic beverages, as well as a significant food and beverage operator in the Middle East.

The project for Dubai-based ELR (Emirates Leisure Retail) and MMI (Maritime Mercantile International) – both subsidiaries of the United Arab Emirates global giant Emirates Group – will help the company successfully integrate its operations across several continents, which includes expansion of popular franchises into a number of airports and other locations in the Middle East, Australia, Africa and Asia.

Expected to be fully implemented this year, the global rollout of Blue Horseshoe’s Microsoft’s Dynamics AX 2012 R3 ERP software solution for ELR/MMI will help them handle its complex international business and customs logistics requirements related not only to alcoholic beverages, water and coffee but also regional requirements, which can be complex.

The Blue Horseshoe team has spent the past few months in Dubai at the ELR/MMI headquarters and warehouse facilities executing phases of the project and gradually working to bring it online for the 15-plus entities associated with the company – which includes more than 250 retail outlets across 4 continents.

“This is an exciting time for Blue Horseshoe as we continue to add great customers who expand our international footprint,” said Chris Cason, President of Blue Horseshoe. “The partnership with ELR/MMI aligns perfectly with the experience and expertise Blue Horseshoe brings in highly customized and diverse distribution environments as well as our implementation acumen with Dynamics AX 2012 R3. We are excited to be part of this project and help contribute to their growth and efficiency.”

Blue Horseshoe, a global software firm specializing in logistics, works with corporate customers in 15 different countries. The ELR/MMI project marks the third major project in Dubai, where Blue Horseshoe worked with Patron Spirits in 2010 and Smith & Nephew in 2014 on warehouse and sales operations.


Emirates Leisure Retail (ELR), a subsidiary of the high profile Emirates Group, owns and operates a wide-ranging portfolio of restaurants, cafés and bars in the Gulf Cooperative Council (GCC) countries, Australia and beyond. Operating over 200 outlets (including more than 45 outlets across ten domestic and international airports) models range from franchise to own brand, and are all designed to offer a premium experience at great value with concepts that cover all 24 hours of the day. Key brands operated by ELR include Costa Coffee, Hudsons Coffee, giraffe, the world’s first Jack’s Bar & Grill and the world’s first Heineken Lounge outside North America, Left Bank, Apres, Bidi Bondi and The Kitchen by Wolfgang Puck.


MMI is a dynamic marketing, sales and distribution organization committed to delivering and enjoying sustainable, profitable growth by achieving leadership though excellence in chosen beverage categories and markets. Headquartered in Dubai, MMI and its Associates are the No. 1 alcohol distributor in the UAE and Oman, and possess significant duty free experience supplying Dubai Duty Free, Qatar Duty Free and as the operator of Duty Free Dubai Ports.  MMI has initiated overseas joint ventures with local partners in Zanzibar, the Maldives, and Thailand. MMI is a subsidiary of the Emirates Group. Its long standing operation in the market gives a unique understanding and respect for both the cultural differences and common interests in this diverse society. At every interaction with MMI’s portfolio, events and outlets, the company strives to bring more to the lives of customers and consumers, through innovations such as the award winning and ‘game changing’ Le Clos finest wines and luxury spirits retail concept


Blue Horseshoe is a privately held solution services firm based in Carmel, Indiana. It provides expert management and strategy consulting, system design, implementation, and optimization, and distribution design services to Fortune 500 and mid-market businesses throughout the world. Created by a group of seasoned business leaders with over two decades of unique business, engineering, and supply chain experience; we are committed to being a different kind of consulting organization. We are consulting professionals, not professional consultants. We assess business needs and apply world-class business applications to improve profitability and increase efficiency. Blue Horseshoe was founded in 2001 and its headquarters are located at 11590 N. Meridian Street, Carmel, Indiana. Additional office locations include Columbus, Ohio, Denver, Colorado and Charlotte, North Carolina.

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