"We barcode every bottle and track it individually," Witt said. "It's like having access to your own cellar and the convenience comes with integration of software, storage facilities, and transportation services."

Witt said going virtual will also help the company prepare for four "substantial innovations" it is about to launch which may result in its database exploding in capacity.

"It's just the tip of the iceberg of what we can do with our software and service and I can't imagine going back to bare metal," he said. "What we are doing now would have been inconceivable 10 years ago. We are in a position where we are free from any constraint with technology innovation."

Bulletproof Networks General Manager Lorenzo Modesto said with project timeframes shrinking, the total cost of ownership achieved by implementing virtual machines can't be matched with the implementation of physical server infrastructure.

"If the method of delivery is not of importance at the executive level, and it shouldn't be, then the right virtualization platform is essential for the teams tasked with the delivery," Modesto said.