The beverage industry is undergoing a profound digital transformation, with leading companies leveraging advanced platforms like Salesforce to modernize B2B operations, streamline ordering, and drive innovation through artificial intelligence (AI). As the sector faces increasing pressure to deliver seamless, efficient, and personalized experiences for retailers and partners, digital transformation has become a strategic imperative. Carlsberg’s journey, alongside other industry leaders, offers valuable lessons on overcoming common challenges, adopting best practices, and achieving measurable business outcomes.
Carlsberg, a global brewer with a rich heritage and ambitious growth plans, recognized the need to standardize and consolidate its operations after years of expansion through acquisitions. The company faced several key challenges:
To address these challenges, Carlsberg partnered with Publicis Sapient and Salesforce to embark on a comprehensive B2B transformation. The solution included Salesforce B2B Commerce, Experience Cloud, and Salesforce Shield, forming the backbone of a new digital ecosystem. This transformation was not just about technology—it was a holistic change program, engaging cross-functional teams in strategy, experience, data, and AI to ensure adoption and maximize value for both Carlsberg and its retail partners.
Carlsberg’s experience reflects broader trends and challenges faced by beverage companies worldwide:
Drawing from Carlsberg and other sector leaders, several best practices emerge for successful B2B digital transformation in the beverage industry:
Modern B2B platforms must be designed with the end user in mind—whether that’s a retailer, distributor, or internal sales team. Embedding user-centricity ensures that digital solutions solve real customer needs, drive adoption, and deliver measurable value.
Composable architectures, such as those enabled by Salesforce, allow beverage companies to integrate new capabilities quickly and scale across markets. This flexibility is crucial for adapting to changing business requirements and seizing new opportunities.
Unified data platforms and AI-driven analytics empower beverage companies to:
Digital transformation is as much about people as it is about technology. Successful programs invest in training, communication, and support to ensure that employees and partners embrace new tools and processes.
Setting clear KPIs—such as order accuracy, fulfillment speed, and revenue growth—enables companies to track progress, demonstrate ROI, and continuously improve their digital initiatives.
While Carlsberg’s journey is a standout example, other beverage and consumer goods companies are also reaping the benefits of digital transformation:
Publicis Sapient, as a leading digital business transformation partner, brings deep industry expertise and a proven track record in delivering end-to-end solutions for the beverage sector. By combining strategy, experience design, data, and engineering, Publicis Sapient helps beverage companies:
Salesforce’s suite of cloud-based solutions—including B2B Commerce, Experience Cloud, Data Cloud, and AI-powered tools—provides the flexible, scalable foundation needed to support the beverage industry’s unique requirements.
The digital transformation of B2B operations in the beverage industry is no longer optional—it’s a competitive necessity. Companies like Carlsberg are leading the way, demonstrating how a strategic, customer-centric approach to digital platforms can unlock new growth, efficiency, and innovation. By learning from these journeys and embracing best practices, beverage companies can position themselves for long-term success in a rapidly evolving market.
Ready to transform your B2B operations? Discover how Publicis Sapient and Salesforce can help you modernize, innovate, and lead in the digital age.