A perfect match: Brewers with a passion and CRM from the specialist

Ernst Barre Private Brewery relies on SMARTCRM and INTEGRA connection for sales and distribution

 Ernst Barre Private Brewery:

  • Brewery

SMARTCRM at Barre:

  • CRM introduction
  • Standard interface to INTEGRA ERP
  • Use in the field and in the office
  • 10 licenses

Requirements and project goals:

  • Connection to INTEGRA ERP
  • 360° view with the help of a central information pool
  • Display direct and indirect sales to end customers
  • Improved visit planning and other field service processes

We are very pleased that our CRM solution has been so well received by the brewing industry and welcome Privatbrauerei Ernst Barre GmbH to our customer base!

The brewery has been located in Lübbecke, Germany, since 1842 and is now in its sixth generation of ownership. Previously, the company had not used a CRM system, but local data storage and numerous Microsoft Excel lists that had to be sent to colleagues made information gathering and retention costly and time-consuming. A complete view of internal and external communications and appointments was not available.

Barre is a member of Freie Brauern, an association of medium-sized, family-owned breweries in Germany, Austria and Luxembourg. After a presentation we gave on the importance of CRM, the brewery became aware of SMARTCRM. Several reference discussions with our customer breweries confirmed Barre’s first positive impression and they decided to implement our CRM solution.

Another decisive factor was the easy configuration of the interface to INTEGRA ERP. We have already connected Barre’s ERP system to SMARTCRM and have the necessary interface expertise. In the future, customers, contact persons, product master data, quotations as well as sales, order backlog and open items will be automatically transferred from INTEGRA. At the push of a button, SMARTCRM delivers up-to-date figures in comprehensive reports. The desired quantity information in hectoliters can also be easily displayed.
Another important requirement was the presentation of indirect sales. The brewery delivers supermarkets and beverage wholesalers, which means that the company does not actually sell directly to end customers, such as restaurants supplied by the beverage distributors. To keep track of sales, the wholesalers sent Barre information on their sales on a monthly basis before the CRM was implemented. In the future, this data will be imported into SMARTCRM. This means that it can be viewed and analyzed in detail at any time. Overviews on the SMART Board, the start screen of our CRM solution, give the sales team an up-to-date overview of the most important sales figures and quantities.

In addition to information about refunds, the brewery will also store contracts, including terms and conditions, in the CRM customer file.

SMARTCRM will also support the field sales force, for example in scheduling visits. To facilitate this, Barre will define a visit cycle in SMARTCRM based on the customer’s classification. In this way, the responsible sales representatives are automatically reminded of upcoming visits in a SMART Board overview. When planning visits, the area search provides a quick overview of all potentially interesting dealers in the vicinity. For route planning, these can also be visualized in Bing Maps and supplemented with a corridor search. Appointments can be created in SMARTCRM with a single click. During the visit, the sales team documents information about the assortment and the presentation of their own goods in the CRM solution. With the SMARTCRM.App, the visit reports can also be conveniently recorded via voice recognition and photos taken with the smartphone can be attached to the CRM activity.

The customer

Lübbecke, the “town of the beer fontaine”, is the home of the Barre private brewery. In 1842, Ernst Johann Barre from Lübbecke laid the foundation for the family business Privatbrauerei Ernst Barre GmbH, which has been run by the sixth generation since 1998. The Barre Private Brewery stands for unmistakable beer enjoyment. A key factor is the brewery’s own mountain spring water. In order to meet the high quality standards, the brewmasters pay special attention to the selection of raw materials and production processes. Barre is a member of Freie Brauern, an association of 44 medium-sized family-owned breweries in Germany, Austria and Luxembourg that have been in family ownership for generations.







The implemented modules

  • SMARTCRM.ProjectsSMARTCRM.Projects


    • Creating quotations in a few clicks and keeping track of all of them for follow-ups?
    • How high are the chances of success?
    • What is the current project forecast?
    • Who plays which role in the project and which arguments could convince the decision-makers?

    With SMARTCRM.Projects, you know exactly in each phase of your sales project you need to start.

  • SMARTCRM.InxmailSMARTCRM.Inxmail


    • By using SMARTCRM and Inxmail professional you automate your mailing processes. Indeed, a central database, extensive selection options, a complete documentation and a professional e-mail marketing solution all meet here.
    • Define your target group at any time, minimize the waste coverage and easily send personalized mailings and newsletter.

    SMARTCRM and Inxmail support you with a wide range of data protection, tracking and double opt-in features for GDPR compliant e-mail marketing.



    SMARTCRM already has an integrated document management system offering you numerous possibilities.

    This allows you to trigger different processes to edit, produce or manage documents directly from the CRM workflow.

    In addition, SMARTCRM can also be connected to third party document management systems.



    • All important data in one system?
    • A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free?
    • Best with a ready-to-use interface, which can be quickly and easily set up as a standard solution?

    With SMARTCRM.ERP, all customer-related ERP information can be found directly in SMARTCRM. 

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own e-mails, activities and appointments but also of those of your team colleagues?
    • Gathering all information centrally in the CRM
    • And this, without having to worry about how the data end up there?

    Central instead of local: so easily SMARTCRM cares for the synchronization of your communication and contact data between the CRM solution and Outlook through Exchange Sync.



    • Accessing customer information over the browser?
    • Calling online the current statistics figures?
    • Creating appointments and tasks over the Web and sending them directly to the colleagues?

    SMARTCRM.Web is your practical CRM on the go.



      • Checking the current sales development before the annual evaluation meeting?
      • And comparing the sales trend of the top customers in your territory?
      • Which products they have not been using can you offer them?
      • Where can you see potential which are not yet used?

      SMARTCRM.Sales shows you the answers since this is the CRM with your figures.

    • SMARTCRM.PlanningSMARTCRM.Planning


      • Annual planning based on territories? Key accounts? Or individual customers?
      • And even considering the seasonal curves?
      • Should there be plan deviations, how quickly can you react and adjust the projected figures?

      SMARTCRM.Planning offers you the long-term vision without losing sight of the latest developments.



    • A colleague is sick? What has been discussed with the customer?
    • Has the quotation already been sent? Should you do a follow up?
    • When is the next agreed visit?

    SMARTCRM.Basis can tell you: what, when, with whom and with what result – centrally available in the CRM system for all employees and traceable even years after.



      • On your way back from a customer? The most important agreements immediately into the CRM?
      • And at the same time send a task to a colleague because of the offer?
      • Does he have time to clarify the details tomorrow?
      • And the whole thing using any mobile device, whether Android or iOS?

      SMARTCRM.App is your practical CRM on the go. Access important CRM data online at any time.

    • SMARTCRM.OfflineSMARTCRM.Offline


      • On the go and all CRM data accessible ?
      • Discussing the open quotations while at a customer site?
      • Writing a service report right after a maintenance appointment?
      • And all this without internet connection?

      With SMARTCRM.Offline, you always have your CRM with you – wherever you are.

  • SMARTCRM.TargetsSMARTCRM.Targets


    • Targets defined – and now?
    • How close are you to your target agreements?
    • How close is your team? And the whole company?
    • Are there any indications that you cannot achieve your goals? How can you react?

    With SMARTCRM.Targets, you keep the target in mind.



    • On the road and time for a spontaneous visit? A prospective customer with an open quotation perhaps? Who is currently nearby?
    • Back to the customers with declining purchasing volumes after three months? How do you get there? Look at the trip on a map?
    • And how do you integrate new customers into existing sales tours?

    SMARTCRM shows you the direct path to customers.

  • SMARTCRM.TourPlanningSMARTCRM.TourPlanning


    • Is the next weekly planning for the sales or service staff pending?
    • Which customers should be visited on the tour?
    • Which appointments have been already made?
    • To which tour can you combine them with?

    Schedule your tours with SMARTCRM at the blink of an eye: save time with visit suggestions, calendar entries and predefined visit reports.



    • Finding real solutions quickly when a customer calls?
    • Creating service cases and directly informing the relevant colleagues?
    • Coordinating and monitoring service appointments?
    • Early detection that several customers have already reported the same error?

    With SMARTCRM.Ticket, complaints become an opportunity to whip up enthusiasm in your customers.

  • SMARTCRM.MachinesSMARTCRM.Machines


    • Which machines has the customer in use?
    • When does the warranty expire and how long is the service contract?
    • When is the next maintenance work?
    • And at the customers’ premises? All urgently needed device information at hand?
    • Directly organizing a spare part delivery?
    • Creating the maintenance report immediately after the repair?

    SMARTCRM.Machines is our support for your service department.

  • SMARTCRM.CompetitionSMARTCRM.Competition


    • How is your market situation? Who are your direct competitors?
    • Which customers work with the competitor?
    • Which competitive products are in use?
    • What are the strengths of your products compared to the competition?

    With SMARTCRM.Competition, you keep an eye on your competitors and always find the right arguments for successful sales work.


The ERP interface

Barre relies on the standard interface between CRM and INTEGRA-ERP: