ABSI - far beyond system integration



Carlsberg Importers logo

Background information 

Carlsberg Importers SA is the official Carlsberg beer (from Denmark) importer and reseller in Belgium. Carlsberg Importers is also one of leading players on the Belgian beverage market with its brands:

  • VASCO: specialized in importing and selling wines, champagne, water and coffee 
  • Horeca Logistic Services: distributing drinks in the Belgian Horeca sector 

Last, the group also owns a brand portfolio including Ramée, Tao and Besos


The previous CRM used by the group had become over time harder and harder to update and very limited in terms of possibilities. The challenge was to upgrade the CRM and make it a unique solution for all the group's entities. 

Solution approach 

After a deep analysis in order to understand Carlsberg Importers' business requirements and to translate them into a road map, ABSI implemented the Salesforce CRM as well as Salesforce Sales Cloud. On top of this, ABSI provided trainings and migrated the data from their old CRM to Salesforce. 


Carlsberg Importers and the group has now all their customer information in one place. This gives them a cross-sectional 360° view on all of their clients and sales activities while allowing some information access to specific people only. More importantly, Sales Reps are now able to easily access their CRM and all the customer information in real time on their smartphones. In a word, Salesforce has helped the company to better follow the Belgian beverage market and serve their customers in a quicker and better way.