Carlsberg Translated the DraughtMaster Website Into 12 Languages on a Tight Timeline
About DraughtMaster
DraughtMaster is a key innovation within Carlsberg. It is a draught beer system built around new technology and digital sensors that allow customers to monitor beer quality in real time.
At the centre of the system are 20-litre PET kegs, which replace the older steel versions. The PET kegs keep beer fresh for at least 30 days instead of the usual 5 to 7. Compressed air pushes the beer through a closed line to the tap, reducing impurities and the need for frequent cleaning. The digital sensors measure beer levels and track quality throughout use.
The brief
Carlsberg Breweries needed the DraughtMaster website translated from English into 12 languages. The work had to be completed quickly, meet clear quality standards, and stay within a defined budget.
To find the right partner, Emma Andersen, a Graduate at Carlsberg, searched online. She was drawn to AdHoc Translations’ experience in multilingual web projects. After discussing the scope with our team, she concluded that we were well suited to manage the full process.
Our approach
The project required fast setup, clean source files, and careful handling of technical content.
Project setup
We assembled a team of specialist translators for all 12 languages. During the initial file review, it became clear that some source files contained text in several languages. Since translation memory and terminology tools require a single-language source for accurate processing, mixed files would have caused inconsistencies, delays, and higher costs.
To avoid this, we offered to clean the files before starting the translation. This gave us a consistent source and ensured that the translation workflow would run smoothly.
Translation workflow
Once the files were prepared, translators worked within our CAT environment, using a shared translation memory and term base. This supported consistency across all languages, particularly in descriptions of system components, instructions, and technical features.
Each translation went through review and final quality control before delivery.
Quality and efficiency gains
The structured workflow delivered clear benefits:
- consistent terminology across all 12 languages
- fewer corrections needed from the DraughtMaster teams
- smoother handling of technical content
- faster delivery due to clean source files and translation memory use
Most local teams only needed to adjust a few technical terms after delivery.
The outcome
Emma Andersen was pleased with both the collaboration and the result:
“I’m very satisfied with our collaboration, and I know that AdHoc Translations delivers top quality every time.”
Local project managers shared similar feedback:
“It has saved us a lot of time that we’ve only had to make minor changes to the translations from AdHoc Translations. And it really gives me peace of mind in my busy workday knowing that AdHoc is on top of things.”
Impressed by the output, Carlsberg France has since started collaborating with AdHoc as well.
