Carlsberg brews innovation with cloud
Carlsberg transitions to a digital business with a scalable, flexible cloud infrastructure and automated application landscape.
Carlsberg was struggling to grow in an environment characterized by rising costs and evolving tastes. Consumers were shifting consumption from beer to wine, spirits and craft beers—or moving away from alcoholic beverages altogether. Traditional brewers were left to compete in a market that was growing steadily smaller. And they had to spend more to do so.
To break away from the pack, Carlsberg needed to take drastic action. Their CEO spearheaded an ambitious seven-year strategic plan, dubbed Sail ‘22, which had two main goals. The first was to cut operational costs by one-third to increase working capital and shareholder dividends. The second was to invest those savings in future growth.
Its leaders knew the company’s future rested on its ability to transform into a digital business, and they were confident that a move to the cloud was a necessary step in their transformation.
Today, Carlsberg has the scalable, flexible cloud infrastructure and the simplified, automated application landscape needed to support its transition to a digital business. It has also shifted 100% of its systems and applications from a legacy to cloud environment. Major system incidents have already dropped from an average of 13 per month to just five. Better reliability, security and disaster recovery capabilities are just the beginning. With the cloud’s variable cost model, Carlsberg has been able to significantly reduce operating expenditures and achieve the benefits of the business case.
Another key advantage is the freedom to innovate and experiment. Carlsberg now has the ability to operate much more quickly. It is launching new initiatives and campaigns in hours, rather than months.
The ability to develop IT solutions quickly, with certainty, is allowing Carlsberg to deliver more satisfying user and customer experiences. In short, the move to the cloud has freed up savings and laid the foundation for growth.
And the best is yet to come: With its new cloud platform and an optimized application landscape, the company will continually look for ways to use its new computing environment to achieve greater efficiencies and grow its brand in new markets. Accenture, which recently renewed its strategic partnership with Carlsberg through 2025, will be with the brewer every step of the way—capturing the full potential of SAP, squeezing more value from the cloud, and creating innovative services and solutions that set Carlsberg apart as a leader in the digital world.
“With cloud, our network capacity is 10X what it was. Our people get to focus on things that make a difference for our customers. And, that is closing the gap.“