Technology meets Industry:
CRMFIRST and Heineken Deutschland digitize and simplify contract management with the food & beverage industry


Hattersheim, 13 June 2023 – Digitalization is streamlining contract negotiations between breweries, other beverage manufacturers, and the food & beverage industry. Contracts are complex due to additional agreements and therefore require a high level of administrative effort in this area. That was yesterday! The digitalization specialist CRMFIRST has now developed a special add-on for the contract management solution proCONTRACTS based on the specific requirements of Heineken Germany. The “Beverage” add-on significantly simplifies and accelerates contract negotiations between manufacturers and the food & beverage industry, providing a new industry solution for the food and beverage sector. Heineken Germany, part of the world’s second-largest brewery group, has implemented this solution. Based on feedback, proCONTRACTS “Beverage” has been optimized and further developed. As a result Heineken Germany has digitized its sales processes and relieved field staff and customer management. Contract negotiations are also more efficient and significantly faster.

An app makes the process available on mobile devices

Breweries and other beverage or food manufacturers that conclude comprehensive supply contracts with the catering industry benefit not only from the ease of use and intelligent contract configurator: The Beverage add-on is specifically adapted to the needs of the beverage or food sector and includes a mobile app that facilitates on-site processing for field staff and simplifies document management. Employees no longer need to fill out Excel templates, repeatedly enter data into different systems, or upload it to a platform for further processing. All information is available to everyone involved in real-time. The app reduces conflicting data management and eleminates manual exports.

Customized for the food & beverage industry

The main reason why the contract is so complex is that there are various supplementary agreements, i.e. subordinate contracts, which concern, for example, the equipment of a restaurant, bar or discotheque, support with marketing and advertising or further agreements with the food & beverage trade. In the case of follow-up agreements, the relevant documents had to be picked out individually and updated and edited for the new contract. This is now a thing of the past, because all supplementray agreements are immediately available via a link to the CRM system (customer relationship management software).

The cloud solution is based on the contract management solution proCONTRACTS developed by CRMFIRST for Microsoft Dynamics 365. The new solution maps the entire process in one system: it extends the functions of Microsoft Dynamics 365 and operates on a modular principle, from which an individual enterprise solution can be put together. Companies can use CRMFIRST’s digital solutions independently or with the support of the expert team and adapt them to their respective requirements.

“With proCONTRACTS | Beverage, manufacturers in the food and beverage sector can digitize their sales process, making it considerably more efficient and faster. In a highly competitive market segment, such process simplification can provide a competitive advantage,” says Thorsten Bleifeld, CTO at CRMFIRST.

“We need a solution that is capable of supporting our rapid growth in Germany. The big advantage of Beverage lies in the fact that the contract management solution simplifies and automates the process, saving time for everyone involved,” says Philip Stern, Regional Sales Manager North-East at Heineken Deutschland.

Image material and further information can be found here.

Press contact

Anne-Sophie Lugo
Head of Marketing
Tel.: +49 (0) 69 400 502 100

Holger Neumann
Mobil: +49 (0)179 – 50 576 72


CRMFIRST is a service partner for the implementation of transformation projects. The Microsoft Dynamics 365 system house is part of the libracon Group, founded in Frankfurt am Main in 2001 and supports companies in the implementation of digitalization strategies and customer engagement projects. CRMFIRST focuses on Microsoft Dynamics 365 and the Microsoft Power Platform. With its proSUITE solutions for contract, data protection, and event management, CRMFIRST sets standards. Today, its customers include international companies of various sizes and industries such as EMS Electro Medical Systems, Heineken Germany, and Hempel.

To learn more about CRMFIRST, visit the website or follow the company on LinkedIn.