How IBM and Carlsberg are Shaping the Digital Future of Beer

Carlsberg's brewing may be steeped in history, but that doesn’t mean tradition gets in the way of adopting cutting-edge technology.

It has entered into a multi-year digital transformation journey with IBM as its System Integrator, enabling it to implement SAP S/4HANA across its Western European operations. 

More than just a technology upgrade

As Carlsberg draws up the blueprint for how consumer goods giants can future-proof business in a rapidly evolving digital landscape, it sought more than just technical expertise.

It wanted a partner willing to play a collaborative role and contribute to its Accelerate SAIL strategy, which sets the strategic framework for the company’s growth.

“We look forward to this new partnership with IBM,” says Cecilia Lundgren, Regional VP, Finance, WE at Carlsberg.

“We have conducted a thorough selection process, where IBM matched our requirements not only in regards to technical knowledge and acumen but also the willingness to play a partnership role, the importance of bringing all players in our big programme together and the focus on business ownership.”

IBM’s experience in global consumer goods and its track record with large-scale SAP projects positioned it as the ideal partner.

As well as this, Carlsberg says it and IBM Consulting have a “match in mindsets and working cultures that goes beyond technology, paving the way for an innovative and productive partnership”.

Andrew Worsley-Tonks, Head of SAP EMEA Business at IBM, adds: “We’re looking forward to bringing our deep expertise in the consumer goods industry to bear and to support Carlsberg on the digital replatforming to SAP S/4 HANA.”

Why SAP S/4HANA?

SAP S/4HANA is a next-generation, cloud-based ERP platform.

For Carlsberg, this shift is not just about modernising IT systems, but unlocking agility, resilience and efficiency at every level of the business. 

What this means for procurement

As well as this partnership marking a significant leap forward for technology, procurement is set to be transformed.

With SAP S/4HANA bringing a high level of automation to procurement processes, it reduces manual interventions and repetitive tasks. 

Features like flexible workflows and situation handling proactively manage exceptions, automate approvals and streamline document processing, leading to faster, more accurate purchase orders, invoices and payments.

This leaves less room for human error and can support greater compliance.

As well as this, Carlsberg’s use of SAP Ariba — natively integrated with S/4HANA — enables seamless electronic transactions, catalogue ordering and document exchange with suppliers. 

Suppliers benefit from enhanced payment visibility, accurate purchase orders and efficient onboarding via the Ariba Network, fostering stronger supplier relationships and more competitive sourcing.

“When I qualify a pursuit and enter into a procurement process, I am looking at quality of the procurement process plus our “right to win”,” Jonathan Wright, Managing Partner IBM Consulting NCEE says in a LinkedIn post. 

“Can we add real value to a client’s goal, can we bring assets, accelerators, experience and capability? I am also looking for a strategic fit and a cultural fit for a long term partnership. 

“It is an absolute privilege to be teaming up with Carlsberg Group. As we turn our focus to the Delivery of Project Elevate, I know that everyone involved is excited and 100% committed to take this partnership to a new level.”

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