Raising a Glass to M&A Success
At a glance
CLIENT
Beer Company
SERVICE
- Strategy
INDUSTRY
- Retail
Beer Company set out to expand its portfolio and strengthen its position in the highly competitive UK market by entering into a joint venture with a leading local brewer. The initiative was more than just a business agreement — it required deep operational alignment and robust digital foundations to succeed. With LeanCoded’s expertise in technology strategy and digital transformation, the company was able to reimagine its IT landscape, design a scalable integration roadmap, and empower teams to move faster. By turning a complex integration challenge into a structured growth opportunity, the brewer set the stage for long-term success and sustainable market impact.
Beyond technical execution, LeanCoded worked closely with leadership to ensure that the joint venture was not only technologically viable but also strategically aligned with broader business goals. This combination of operational insight and digital enablement provided the client with a competitive edge, helping them diversify their product portfolio, strengthen market presence, and accelerate innovation across their organization.
Challenge
Beer Company aimed to expand its portfolio by adding craft and specialty beer brands through a joint venture with a UK brewer and pub operator. The potential was significant, but aligning two very different business models posed major challenges. Beer Company relied on third-party logistics and retail distribution, while its partner focused on direct sales through more than 1,500 pubs.
Beyond operational differences, the deal demanded seamless integration of IT, logistics, sales, and production. Without a solid enterprise resource planning foundation, the joint venture risked costly delays or even failure. LeanCoded stepped in to design a strategy that ensured smooth integration from day one.
Our Approach
Together with Beer Company, LeanCoded built a comprehensive M&A roadmap that connected vision with execution.
1. Due diligence and risk management
LeanCoded created an enterprise risk management solution, using financial modeling to clarify costs, risks, and synergies. This allowed Beer Company to move forward with confidence.
2. IT integration at scale
We reconfigured Carlsberg’s ERP system (SAP ECC), unifying finance, HR, warehousing, and logistics. Existing tools like SAP APO (supply chain planning) and SAP CRM (sales & marketing) were optimized for large-scale production and distribution.
3. Enabling people and processes
Integration was not only about systems. LeanCoded organized workshops to train Beer Company’s IT staff and established new cross-functional IT groups to support the joint venture.
By blending business insight with software development outsourcing services and digital transformation expertise, LeanCoded provided more than advice—we delivered real execution.
Results
In just five months, despite the pandemic, the joint venture was successfully launched.
- Diversified Beer Company’s portfolio with premium brands.
- Direct access to 1,500+ pubs plus new retail and export markets.
- Annual cost savings from reduced overhead, logistics efficiency, and procurement benefits.
Carlsberg’s leadership could focus on brewing and growth, not IT implementation.
Future Outlook
With LeanCoded as a partner, Beer Company has a robust IT integration framework for future deals. Ongoing support ensures that rollouts of new systems are aligned with peak production seasons—keeping operations smooth while enabling innovation.
This case proves that a strong technology strategy combined with execution can turn a high-risk joint venture into long-term success.