The Challenge

Brown Forman is one of the largest family-owned American wine and spirits companies. The company’s most famous brand is Jack Daniel’s. Furthermore, Brown Forman is the only major spirits company to produce all of its own casks for whiskey production. More than 2500 oak barrels are made each day.

In order to better position its products in the gastronomy sector, Brown Forman Germany came up with the idea of offering its customers individually printed beverage menus that can be independently, easily and quickly designed, branded and ordered by the sales forces. The drinks menus is compiled from a variety of pre-configured drinks and cocktails. In particular, it needs to be possible to automatically generate and insert the legally required ingredient information as well as integrate current promotional campaigns.


Brown Forman Deutschland

Customer with

HanseRepro since 2010

Customer requirement
  • Boosting sales in the gastronomy sector
  • Broadening the service spectrum offered to customers
  • Targeted and effective control of product promotion
  • Efficient, automated solutions from a single provider
  • Enabling high-quality, customized end-user interaction
  • Realizing an easy-to-use sales application
  • Delivering a competitive advantage



selectable drinks in the shop


menus produced

The Solution

Hanserepro, a member of the M+M Group since 2017, has developed a comprehensive solution based on the above-mentioned requirements, one which covers all functions from the web-based ordering portal to an integrated web-to-print solution and connected digital printing and logistics service. The data for the dynamic generation and identification of ingredients is fed via an interface to an external data source, as are the more than 1,400 drinks and cocktails from which the sales force can design an individualized drinks menu with its customers. The web front end is based on html5 and therefore offers optimal accessibility and performance on all devices. Importantly, the solution has helped to significantly increase sales in certain products.

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