Fuelling growth through a unified and strategic data foundation

This case study highlights Carlsberg’s success in transforming its global data architecture. By harmonizing fragmented datasets from multiple legacy systems, Carlsberg built a scalable, automated, and well-governed data foundation that now powers decision making across the business.

Challenges

Carlsberg, one of the world’s most iconic beer and beverage companies, was facing increasing complexity in managing and activating its market data in a rapidly evolving marketplace.

Data was sourced through numerous channels including Off-Trade and eCommerce, delivered by different providers, each with its own structure, taxonomy, and level of granularity.

As a result, teams spent significant time reconciling, cleaning, and aligning datasets rather than extracting value from them. The lack of a unified data structure made global reporting difficult and limited the ability to generate consistent insights.

Carlsberg sought a robust, modern solution that would unlock the full value of its data assets and enable faster, better decision making across markets and functions.

Objective

Carlsberg’s ambition was to build a unified data foundation that provides trusted, secure, and consistent data to Global and local teams.

The goal was to:

• Establish a single source of truth
• Ensure all functions use aligned definitions, taxonomies, and metrics
• Enable seamless collaboration and confident decision making
• Support strategic business areas such as commercial strategy, revenue growth management, innovation, and finance

Solutions

Redslim partnered with Carlsberg to convert fragmented datasets into high-value, analytics-ready assets.

A total of 38 datasets across 26 countries were cleaned, consolidated, standardized, and enriched. Data from Retail Measurement Services (RMS) and eCommerce was transformed into stable, automation-ready structures and delivered via:

• SPRINT, Redslim’s intuitive visualization platform
• Automated structured data feeds integrated into Carlsberg’s BI environments without manual intervention

This unified foundation now supports Carlsberg teams at all levels: local, regional, and global.

Examples of Capabilities Enabled

• Global reporting: Consistent, comparable views across categories, geographies, and channels enable global and regional teams to track performance and identify opportunities.
• Strategic product segmentation: Using Smart Coding aligned with Carlsberg’s commercial strategy, innovations and pricing tiers are clearly segmented, helping teams evaluate Premium performance, innovation contribution, and competitive dynamics.
• Sales decomposition analysis: Breaking down sales drivers such as distribution, promotions, base price, and rate of sale helps commercial teams understand why performance changes and how to respond.
• Revenue Growth Management (RGM): Granular, stable definitions enable the revenue teams to shape profitable growth strategies.
• Financial reporting: Aligned definitions across sell-out and sell-in datasets support reliable financial reporting and strengthen cross-functional alignment.

Partnering with Redslim on this project has been a real step change for us. We went from spending far too much time fixing and aligning data to having a unified, trusted foundation that everyone can use with confidence. The harmonization across 26 markets and multiple providers has given our teams one shared language and a level of consistency. It has strengthened our global reporting, our commercial decision making, and the way we collaborate across functions. This has been one of the most impactful data transformations we have delivered, and it is already shaping how we plan, innovate, and manage performance across the business

Serkan Bulut, Senior Manager, Data Management & BI, Carlsberg

Value Created

Accelerated decision making and time savings: Automated data processing eliminated manual reconciliation, freeing teams to focus on strategy, innovation, and value-driving activities.

Build once, use everywhere: The unified data foundation supports insights, finance, branding, RGM, and innovation teams. It enables advanced analytics, scenario modeling, and enhanced commercial planning.

Stronger data governance and consistency: Carlsberg now operates with aligned metrics, shared definitions, and a common data language. This empowers the organization to act confidently and cohesively across markets.

Conclusion

Through its partnership with Redslim, Carlsberg has established a modern, unified data foundation that delivers trust, efficiency, and growth. This transformation strengthens Carlsberg’s position as a truly data-driven organization and sets the stage for long-term, insight-led performance.