Carlsberg Breweries
Translation of website

Carlsberg’s new draught beer system, DraughtMaster, is to turn Carlsberg into a partner instead of just a supplier. The new system is the greatest innovation since Carlsberg replaced its wooden barrels with steel kegs.

Carlsberg’s new draught beer system, DraughtMaster, is a key milestone in the development and digital transformation the global business has been launching in recent years.

The new 20-litre PET kegs replace the old 30-litre steel kegs. The PET kegs keep the beer fresh for at least 30 days instead of 5-7 days. In addition, new digital sensors that can be placed in the kegs offer brand new opportunities as they are able to monitor the quality of the beer and measure how much is left in the keg.

This means that Carlsberg goes from being a supplier to also being a business partner. The digital sensors allow Carlsberg to help the customers ensure the quality and help the customers achieve additional sales.


Carlsberg Breweries needed translation of their new website from English into initially German, French and Swedish and then into Danish, Dutch, Finnish, Greek, Italian, Norwegian, Polish, Romanian and Spanish.

It was important for Carlsberg Breweries to find a partner that was able to handle the job quickly and at a reasonable price. And of course, the quality had to be top notch. Emma Andersen, Graduate at Carlsberg, went on Google to look for an agency and found AdHoc Translations, which appeared reliable and experienced.

After Emma had sent her request via the website, she was immediately contacted by Torben Hansen from AdHoc Translations. Emma and Torben had a good talk about the job and how best to solve it.

Since then, Carlsberg in France has also started collaborating with AdHoc Translations, since they were extremely satisfied with the quality of the final product.


The format and quality of the source file is crucial for solving the task satisfactorily.

The files from Carlsberg’s website were straightforward, meaning that the translation could be started immediately. However, the files with the content from their Chatbot were not suitable for translation since several languages were mixed together in the same file. In such cases, it is not possible to use a translation tool for the job, as it might affect the quality, make the job more expensive and delay delivery.

So AdHoc Translations offered to clean the files before starting the translation to provide an optimum source text to work from.

The outcome was really good, and Carlsberg was generally very satisfied with the collaboration. Emma Andersen was particularly satisfied with the way in which the job was handled and followed up. And all the local DraughtMaster project managers were very satisfied with the quality of the translations. Only a few technical terms needed changing afterwards.

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