After having searched through the entire market of Content Management Systems, Royal Unibrew chose to implement their new web solutions into Dynamicweb. The first project included their combined company website in connection with the launch of their new name and branding strategy in May 2005.

To Royal Unibrew, it is very important that they are able to inform instantly regarding circumstances which can affect their company. The short response time is important to Royal Unibrew due to several conditions, but not least, it is due to their need to communicate instantly to several target groups as Royal Unibrew is quoted on the stock exchange. Moreover, they also need to communicate to several different customers within their large product portfolio which includes a wide range of various beers, soft drinks and malt drinks. This communication requires extensive use of the Internet. 

Individual brandings combined in a single solution

Naturally, each of these products has developed a unique identity and thus, each product also follows a distinct set of rules. This means that it is necessary to base company communication on a system which provides the company with a large degree of flexibility as well as easing the daily work of the employees. To Royal Unibrew, the possibility of allowing individual webmasters access to updating and maintaining their individual areas of the website was imperative. Moreover, this also gives the webmasters a sense of ownership towards their areas.

Thus, by using Dynamicweb, it is possible to maintain consistency between the various product areas by keeping a central control of the website. At the same time, local webmasters maintain their own areas. This makes it possible to e.g. launch individual campaigns without affecting other areas of the website.

“In a market where interaction between applications becomes increasingly important, it is our belief that the possibility for integration is a crucial factor when companies review their wishes, requirements and demands for their web solutions. Thus, Royal Unibrew needed a single solution which could contain all their web solutions, and they also required e.g. real-time updates of their share price. Most of their web solution uses standard functions in Dynamicweb, but Royal Unibrew solved their unique needs by developing and implementing their own functions”, says Mr. Robert G. Filtenborg, Sales Manager, from Dynamic Systems A/S (Ltd.).

International player with national traditions

With diverse companies, such as production, distribution and sales, spread out throughout the entire world, it is imperative for Royal Unibrew that they are able to support and maintain their company and product information by using a simple and intuitive user interface. However, the international aspect also requires holistic thinking when it comes to design and layout. What is considered to be normal practice in one country might be considered to be offensive in other parts of the world. Thus, by using Dynamicweb, Royal Unibrew is able to use custom designs and solutions for local markets.

Royal Unibrew in brief

Royal Unibrew A/S, which is located in Faxe, Denmark, is the second largest brewery business in Scandinavia. Royal Unibrew comprises four breweries in Denmark, two in Lithuania, one brewery and one soft drinks business in Latvia as well as two breweries in Poland. The Danish breweries are Albani Bryggerierne and Maribo Bryghus. The breweries in Lithuania are Tauras and Kalnapilis, and in Latvia, Royal Unibrew owns the brewery Lacplesa and the soft drinks business Cido. In Poland, Royal Unibrew owns the breweries Brok and Strzelec. In Norway, Royal Unibrew owns 25% of the Hansa Borg breweries which also produce some of Royal Unibrew's products under licence. Royal Unibrew's products are also produced under licence in the Caribbean and in Africa. In total, Royal Unibrew employs approximately 2,300 people worldwide, and they export to about 65 countries around the world.

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