Carlsberg Group, the prominent Danish brewer, is transforming its business model to be more agile and responsive. This shift is driven by the company’s desire to quickly adapt to changing consumer preferences and the rapid evolution of the beer market. Key to this transformation is the implementation of SAP S/4HANA, which is streamlining processes and providing real-time data insights.
The new model is enabling Carlsberg to react swiftly to market trends, whilst reducing costs and improving efficiency. The brewer’s IT team worked closely with the business to ensure the technology was aligned with their needs. The key challenge was integrating the new system into a complex, global business with diverse needs across different regions.
Carlsberg’s transformation is a long-term project, with the company already seeing benefits, including improved supply chain visibility and better forecasting. The brewer is also enhancing its digital capabilities, with a focus on data analytics to better understand customer behaviour and preferences.
In addition, Carlsberg is developing its direct-to-consumer (D2C) channel, recognising the growing importance of e-commerce. The company is also investing in digital marketing, using data to create personalised experiences for consumers.
Carlsberg’s new operating model is a testament to the power of digital transformation, demonstrating how technology can drive agility and responsiveness in a rapidly changing market.
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