Once again SMARTCRM proves its worth in the brewery industry

The Distelhäuser Brewery relies on CRM support

Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG:

  • Brewery

SMARTCRM at Distelhäuser:

  • CRM first implementation
  • 20 licenses
  • In use in the sales and marketing departments

Requirements and project goals:

  • Mapping of customers‘ hierarchies and relationships
  • Complete history of the communication, contract agreements, etc.
  • Interface to ERP system INTEGRA ERP
  • Extensive sales analyses
  • Field service integration

Once again, a brewery opted for implementing our CRM solution. From now on, SMARTCRM supports sales and marketing processes of Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG.

The medium-sized brewery located in Distelhausen, Germany, currently produces over 21 different beer specialities with approximately 150 employees. All Distelhäuser beers are certified by the quality seal Slow Brewing.

When selecting a CRM system, the brewery decided for SMARTCRM based on our industry experience. In addition, we scored with our interface expertise as well as the optimal field service integration via the CRM solution.

An important requirement of the brewery is to map the relationships of addresses belonging together. Thus, both natural and legal persons are to be managed in SMARTCRM and their affiliation visualized. For instance, if several restaurants belong to one tenant, they are linked together in SMARTCRM. In the retail sector, our CRM solution can map complete group hierarchies. On the one hand, this means that when a customer file is called up, it is immediately evident with which other addresses it is related to and how they are related to each other. On the other hand, sales figures of a group can be accessed cumulatively or viewed and compared individually.

In addition to SMARTCRM, Distelhäuser uses the ERP software INTEGRA. We could easily connect the ERP system to our CRM solution via an interface. In the future, figures such as sales and order backlog items will be automatically transferred from INTEGRA and processed in SMARTCRM. This will enable sales staff to verify directly in the customer file before a visit, for example, how many hectoliters have already been sold to the customer this year, compare them with the previous year’s values and act accordingly during the visit. If several addresses are linked to each other via relationships, the sales figures can also be called up cumulatively. In a second step, Distelhäuser would like to compare the actual figures with planned figures to even more target their sales activities thanks to SMARTCRM.

The field and office sales staff should be sustainably supported by SMARTCRM. Up to now, field service employees had little access to customer information. In the future, they will have all important information available even when on the go. Thus, they can call up the information either online via SMARTCRM.App or they can access the full CRM database offline using their notebooks. The field employees can also manage their expenses with SMARTCRM as well as planning their tours. They can indeed easily create tours and can automatically generate planned activities as well as appointments. The optimal visit planning is completed by an area search and the visualization of addresses and routes in Bing Maps. Using SMARTCRM, they can access the required reports, tasks and appointments directly in the CRM system themselves. Given that the e-mails are automatically imported in the CRM system via Microsoft Exchange and stored in the corresponding customer or prospective customer file, their communication remains completely traceable at all times. Just as important for Distelhäuser is to keep track of concluded contracts. Therefore, they are now stored in SMARTCRM. Follow ups automatically remind the employee in charge that the contract is about to end.

The customer

As early as 1811, the brewing trade came to Distelhausen. Founded as the brewery Womann and taken over by Ernst Bauer in 1876, today, Distelhäuser produces local beer specialties recognized inter-regionally for their quality. With its numerous national and international awards, the family-run company is one of the most successful breweries in the world. Since 2014, Distelhäuser has been a member of the Slow Brewing Association.





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

Distelhäuser relies on the standard interface to INTEGRA ERP: