SMARTCRM scores again in the brewing industry

Glaabsbräu relies on our CRM and OfficeBrau connection for sales and distribution

Glaabsbräu GmbH & Co. KG:

  • Brewery

SMARTCRM at Glaabsbräu’s:

  • CRM introduction
  • Interface to GRS.BRAU
  • Deployment in field sales and back office

Requirements and Project Goals:

  • Creation of a central information pool
  • Improved internal and external communication
  • Connection to the ERP system OfficeBrau 

We are pleased to welcome Glaabsbräu GmbH & Co. KG as a new customer. Once again a brewery has decided to work with SMARTCRM.

Founded in 1744, Glaabsbräu is the oldest brewery in southern Hesse and also one of the most innovative breweries in Germany. With an output of 15,000 hl and a turnover of approximately EUR 3 Millions, Glaabsbräu is one of the few remaining family-owned breweries in Hesse.

The goal of the CRM introduction at Glaabsbräu is to create a central database. Among others, all communication is to be documented in this database in order to enable employees to access all customer-related information at any time. Previously, for instance, e-mails were only stored in the respective Microsoft Outlook accounts of the employees, and the field staff had no access to transaction data such as sales information. In the CRM selection process, our know-how in the brewing industry convinced the company and we scored points in reference discussions with our high level of customer satisfaction in this industry.

Glaabsbräu has been using OfficeBrau by GRS –  an ERP system that we have already connected to SMARTCRM in other projects. Thanks to our interface know-how, we also fully met Glaabsbräu ‘s expectations. Via the interface, for example, addresses, products, orders as well as figures such as turnover and order backlog items are automatically transferred from OfficeBrau and prepared in SMARTCRM. A great advantage for the sales staff: in the future, they will be able to see in the CRM customer file at any time how many hectoliters have already been sold. The direct comparison with the previous year ‘s values enables Glaabsbräu to carry out targeted sales work.

The complete communication is documented in SMARTCRM in order to keep all employees up-to-date concerning what was discussed with which customer. E-mails are automatically imported from Microsoft Outlook via Microsoft Exchange into the CRM system and linked to the corresponding contact.

 When on the go, field colleagues can access all CRM data offline via notebook as well as view important information online via the SMARTCRM.App. The area search function in SMARTCRM offers further support in preparing visits. It can be used to find addresses meeting certain criteria in the vicinity of a customer and visualize them in Bing Maps, e.g., for route planning.

The customer

Founded in 1744, Glaabsbräu GmbH & Co. KG is the oldest brewery in southern Hesse and one of the few remaining family-run breweries in the state. In 2015, the company, based in Seligenstadt, took the step in a declining beer market: to create beers that do not belong to the mainstream and are more sophisticated than the purity law – all natural and produced in a gentle brewing process. Since the construction of a new brewery and a brand relaunch, Glaabsbräu has become one of the most modern breweries in Hesse and one of the most innovative in Germany.





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

Glaabsbräu relies on the interface to GRS.BRAU.