Case Study

Carlsberg's Recipe For Brewing Service Excellence

By Sarah Nicastro, Field Service Evangelist, Future of Field Service


Carlsberg is one of the world’s leading brewery groups with more than 140 brands in its beer portfolio, including the international brands Carlsberg and Tuborg and strong local power brands, such as Ringnes in Norway, Lvivske in Ukraine, Wusu in China as well as craft and specialty brands such as French 1664 Blanc and the Belgium abbey beer Grimbergen.

Carlsberg’s service business provides installation, repair, and maintenance to its customers in the hospitality industry. In its highly competitive industry, Carlsberg is tasked with seeking ways to deliver precise consistency as well as continually finding ways to differentiate itself. To meet these demands, the company is harnessing the power of today’s digital tools in a variety of ways. “We sell both direct to hospitality and indirect to wholesalers,” explains Per Ahlmann Andersen, Global Business Solutions Senior Director at Carlsberg. “In both channels, our ability to maximize equipment uptime and ensure product stays stocked is imperative to our success – and today’s technologies enable us to achieve the greatest results.”

Differentiation in a Highly Competitive Industry

The beer industry is highly competitive, and Carlsberg needs to focus on creating synergies between the commercial relationship and service, maintaining visibility of its breadth of assets and product stock, and reacting quickly – preemptively, even – to any equipment issues. “Our service personnel visit customers three to four times more than sales – they are very much the face of our brand,” says Andersen. “As such, one important area of differentiation is investing in tools to ensure those service technicians have complete knowledge of the commercial agreement and a thorough view of the customer’s equipment.”


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