Digital Transformation Helps Carlsberg Accelerate Growth

By Lynne Cooke  

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beers including its flagship brand – Carlsberg. To accelerate growth and improve margins, the brewer is evolving into a digitally-enabled enterprise.
Its digital transformation program aims to help 171-year-old brewer become a modern and agile enterprise.

Accenture, the global consultancy, has helped Carlsberg transition its information technology infrastructure to the public cloud as part of Carlsberg’s strategy to be an intelligent and connected enterprise. The transition is providing Carlsberg with a modernized, dynamic and agile platform for its enterprise solutions, enabling digital innovation and helping the company gain more visibility into its IT operations.

This transformation — part of Carlsberg’s “SAIL ‘22” corporate strategy, which targets increased digital connectivity between the company and its customers, supply chain and employees — is setting the stage for a new era of growth and profitability at the leading brewery group and enhancing its ability to respond to market dynamics to capture greater market share.

Accenture and Avanade, a provider of digital and cloud services, worked closely with Microsoft and SAP to help Carlsberg transition its core infrastructure and business-critical applications to the Microsoft Azure public cloud in less than six months. The transition covered more than 150 terabytes of data on 600 servers and 200 applications that serve more than 10,000 employees, including the whole SAP application suite.

Carlsberg is already reaping several business benefits, including improved stability of its IT system; a more agile and responsive IT infrastructure that enables the company to scale its resources up or down quickly as needed; and lower IT operating costs, freeing up capital that the company can invest elsewhere in the business.

The Azure platform enables Carlsberg and its partners to accelerate innovation by leveraging artificial intelligence, DevOps and analytics. For example, the brewery recently launched “Carrie,” a security chatbot solution developed by Avanade, through which employees can get 24/7 support for requests regarding security rules and regulations.

“Transitioning to the cloud is an important part of delivering against our ‘SAIL ‘22’ priorities, where our focus is to drive sustainable and profitable growth and brew for a better today and tomorrow,” said Mark Dajani, CIO and SVP of Global Business Services at Carlsberg Group. “In a highly dynamic and competitive industry, this provides a digital growth platform that enables us to deliver exceptional services and experiences of what we believe is the best beer in the world.

Henrik Pedersen, a managing director at Accenture, said, “With its journey to the cloud, Carlsberg is becoming a modern and digital enterprise, better positioned to take advantage of emerging technologies that enable them to quickly and easily innovate and launch new services and solutions for customers, business partners and employees.”

Carlsberg is one of the best-known beer brands in the world, and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. Around 41,000 people work for the Carlsberg Group and its products are sold in more than 150 markets. 

                                                                        Mid-December 2018
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