CRM System for a German Brewery
For a small yet ambitious brewery in Germany, we designed and launched a CRM platform that acts as the operational hub: customer and order management, brew planning, quality control, inventory and shipping. The solution reflects brewing specifics — recipes, batches, shelf life and full traceability — helping the team execute every order faster, more accurately and with greater transparency.
Approach & architecture
We mapped the end-to-end flow: “Lead/Order → brew plan → fermentation/maturation → packaging (keg/bottle/can) → warehouse → shipping → customer feedback”. The domain model covers: recipe (BOM), batch, materials (malt, hops, yeast), tanks (fermentation/conditioning), QC metrics (°Plato, ABV, IBU, pH, CO₂), shelf life/FEFO and shipping documents.
The architecture is modular: a CRM core with multi-pipelines and a product catalog; a production scheduler (MRP logic and tank/shift planning); a quality module with control plans and checklists; warehouse/logistics with lot-level inventory and barcodes; and an integration layer (REST/JSON, CSV/XLSX) with ERP/WMS and partners. RBAC and auditing ensure governed access and traceability.
Technology
- REST/JSON APIs, webhooks, CSV/XLSX import/export.
- Document templates for orders, specs and shipments.
- Background job queues, change logs and backups.
Production & QC
- MRP: raw-material requirements from brew plans and forecasts.
- Tank schedules with alternate routings for deviations.
- QC at intake, in-process and final inspection.
Traceability & warehouse
- Lot-level tracking for inputs and finished goods, FEFO.
- Barcode labeling for kegs/pallets and streamlined counts.
- Full lot history from brew to customer shipment.
Implementation
We rolled out in iterations: a pilot on one line and a few beer styles, then scale-up. First, we consolidated recipes, loss norms and yield factors; configured customer records and channel-specific pricing; set tank schedules and QC checklists.
Next, we enabled warehouse operations: lot inventory, barcoding and shipment assembly.
- Migration of contacts/orders, harmonized masters and recipes.
- MRP setup and calendars for brewing/fermentation/packaging.
- Role-based training and SOPs for sales, brewers, QC, warehouse and logistics.
Key modules
Sales & orders
- Unified pipeline across HoReCa/distribution/retail/B2B.
- Transparent statuses, ETAs and documents for customers.
- Quick duplicates and templates for recurring deliveries.
Recipes & production
- BOM recipes with versions and ingredient substitutions.
- Brew plan and tank loading without bottlenecks.
- Automatic material consumption and lot/serial registry.
Quality & warehouse
- Tracking °Plato, ABV, IBU, pH, CO₂ with full history.
- FEFO, inventory counts, lot movements and returns.
- Shipping for kegs/bottles/cans, palletization and paperwork.
Results
The brewery now operates with a unified view across customers, orders and production. Order tracking improved, manual busywork decreased and process transparency increased — from raw-material purchasing to packaging and dispatch. Partners (suppliers and distributors) note quicker, more accurate communication.
Transparency
End-to-end statuses and lot history from brew to shipment.
Speed
Fewer manual steps with faster planning and execution.
Costs
Lower operational spend via automation and FEFO discipline.
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