The "SERVIABASTOS" project analyzes the current situation of the liquor distributor Serviabastos in Nariño, Colombia. Founded in 1998, the company faces challenges in its branding strategy and digitalization processes. The objectives include transforming physical processes to digital, structuring a value proposition, developing digital channels, an e-commerce platform, and a VIP membership system to retain users with exclusive benefits. There is an opportunity to enhance competitiveness through the creation of digital content and logistical automation.