Food & beverage

Cazes: Odoo for point-of-sale, SAP for group accounting.

Cazes has transitioned its in-store wine sales and professional trade show operations to the Odoo Point of Sale solution. Previously, the company used SAP Fiori, which was impractical for in-store sales but has been retained for accounting, invoicing, and excise tax management on the Advini Group’s SAP S/4 system.

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Sector

Food & beverage - direct-to-consumer winery: boutique, tasting cellar, wine tourism

Footprint

France - Cazes, 2 sites (Rivesaltes and Port-Vendres)

Scale

B2C boutique and professional wine-fair sales

Dynapps partner

Long-term partnership. Go-live 1 June 2026, with Cazes as the pilot boutique within the Group for the Odoo rollout.

Backing

Advini Group

How it started

A winery whose shopfront was running on an ageing group till.

Cazes is the jewel of the Roussillon within the Advini group, a wine estate founded in 1895 and a pioneer in biodynamic farming for nearly 30 years. It has a strong tradition of direct-to-consumer sales across two sites, Rivesaltes and Port-Vendres. Lionel Lavail, winegrower and general manager, has led the estate for almost 25 years. For him, this shop plays two roles at once: a financial pillar generating significant business volume throughout the year, and a showcase where the estate presents itself to customers looking for wine-tasting experiences. The point-of-sale system that managed all this was "SAP Fiori," an aging application that, according to Lionel Lavail, was outdated and no longer aligned with the estate's goals. The challenge was clear: modernize the counter without disrupting the group's accounting infrastructure.

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The challenge

Where the counter slowed the sale down.

  • The till ate the conversation

    On SAP Fiori, ringing up a bottle meant hunting a reference through a dropdown of roughly fifteen vintages, then working through a long client-creation form. Time went into billing instead of advising, and, as Eric Nicolas, Cazes' B2C Client Manager, put it, the team was losing time at exactly the moment a customer wanted attention.

  • The tool had no memory of the customer

    The old till could not manage loyalty. In a tourist region a walk-in customer is worth their weight in gold, yet there was no way to recognise, segment or re-contact them once they left the tasting cellar.

  • Selling stopped at the counter

    The system offered no mobility and no offline mode, so wine-fair sales and any selling away from the desk fell outside the tool, capabilities Maxim Gaydier notes Odoo now provides in standard.

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The turn

Why a slowing wine market justified upgrading the wine shop.

The trigger was the wider wine market tightening. With export demand softer, the customer who walks past the estate in a tourist region became more valuable, not less. Lionel Lavail explains it to us: "Export markets may be shrinking, but the customers who walk through the estate's doors are worth their weight in gold."
That turned the boutique from a nice-to-have into a commercial lever, and the ageing till into a liability. Advini chose to modernise the B2C layer, and, given the house's history and experience, named Cazes the pilot boutique for the group's Odoo rollout.

The path chosen followed one principle, the right tool for each layer: put the boutique layer on Odoo and keep the group's SAP S/4 for the back-office (accounting, invoicing, alcohol duties). The rationale for the partner is the customer's own. Lavail says Dynapps was the right choice because the standard of training and support was excellent and Odoo itself performed. 

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How the rollout really happened

From a 2014 SAP partnership to a 2026 POS go-live.

  • 1895

    Founding of Domaine Cazes in Rivesaltes by Michel Cazes.

  • 2014

    Dynapps begins working with Cazes, initially on SAP.

  • 2024-25

    Odoo exploration and proof of concept for the boutique layer.

  • January 2026

    Odoo audit and Cazes analysis.

  • 1 June 2026 

    Lot 1 go-live: Odoo Point of Sale runs on-site B2C sales, with a daily interface to SAP S/4 in place.

  • Q4 2026

    Rollout continues to more points of sale.

What we actually built

An Odoo till for the counter, wired to SAP for the books.

Dynapps deployed Odoo Point of Sale for on-site boutique sales, replacing the SAP Fiori till. In lot 1 the scope is deliberately narrow: a walk-in customer chooses a wine, pays, and leaves with the goods. Around the till sits the capability the old tool lacked - loyalty management, with VIP segments, promotions and commercial actions - plus faster product lookup and client creation, and two customer accounts open at once so a single seller can juggle several groups mid-tasting.

The quiet engineering is the interface to the AdVini group's SAP S/4: a daily e-docs feed, boutique by boutique, exchanging articles, stock, sales movements, invoices and credit notes. For Maxime Gaydier, the financial manager, the goal was to get the simplest possible interface: cover the controlling and accounting visibility, nothing more. Mobility and offline working come standard in Odoo, and the POS is built to be compliant with French fiscal requirements.

For Sales Development Manager Benoit Briu, thirteen years at Cazes, the point of the whole exercise was that time spent advising customers should not be lost to the checkout. The loyalty capability paves the way for more targeted follow-ups, including for sales at trade fairs and pop-up shops. 

Working principle: the right tool for each layer - Odoo owns the B2C sales layer, SAP S/4 keeps the group's back-office.

Energy & utilities
The entire value chain and the implementation of this new system have been carried out very smoothly and with remarkable efficiency.
cazes-advini-dynapps-odoo-lionel-lavail-portrait

Lionel Lavail

Winemaker and Managing Director at Cazes
How the work changed us

A pilot that scales, in and beyond wine.

The choice of Cazes as pilot is no coincidence: it is the Advini group's estate most focused on direct sales and wine tourism, so the one where the benefits of a modern shop counter show fastest and most clearly. The model is now being rolled out to the group's other shops, with two more boutiques live in June 2026 and further points of sale on track for Q4 2026. 

It also reaches beyond wine. Any food and beverage business that sells directly, whether a winery, brewery, distillery, delicatessen, or a restaurant with an on-site shop, faces the same tension between a powerful but rigid group-wide ERP and a shop floor that needs speed, flexibility and loyalty to turn every visit into a lasting relationship. That need can now be met with Odoo and the support of Dynapps.

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The numbers

What changed at the counter, in numbers.

Early operational signals from lot 1, live since 1 June 2026. Commercial outcome figures will follow as the rollout matures. 

~10 min

for a new seasonal seller to become autonomous on the till (a 55-year-old manager took about 30 min)

2

customer accounts a single seller can run at once during peak affluence

Daily

automated sales-to-SAP S/4 feed, boutique by boutique, via e-docs.

+2

further boutiques live within the first month of go-live (June 2026)

The real win

From one system for everything to the right tool for each layer.

The default question moved. It used to be “how do we push every boutique sale through the group's SAP till?” It is now “what does the counter actually need, and what genuinely belongs at group level?” The boutique stops being a constrained edge of a finance system and becomes a place to advise, recognise and keep the walk-in customer, while the group keeps a single clean accounting truth. One system for everything gave way to the right tool for each layer. 

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