Case Study: Radeberger Gruppe achieves centralized, transparent brand asset management and faster content delivery with CELUM

Radeberger Group brings transparency to its diverse brand portfolio

Radeberger Gruppe, Germany’s largest private brewery group with far over 40 brands, ~100 websites and around 7,000 employees, faced fragmented digital assets and time-consuming, siloed workflows across 15 locations and a 100-person marketing organization. Seeking a cost‑effective DAM as part of its digital transformation, the company turned to CELUM to centralize asset management and streamline content supply for sales, marketing, trade teams and external partners.

CELUM implemented its platform in the Radeberger Gruppe’s MS Azure Cloud (hosted in Germany) and integrated with key systems including SAP‑ERP, CELUM ContentLand and CELUM Work to centralize logos, images and marketing materials and enable collaboration. The CELUM solution reduced complex asset enquiries from hours to under five minutes, increased sales and partner satisfaction through faster, centralized delivery, and simplified workflows—while Radeberger Gruppe plans further CELUM integrations to emarsys, CMS and e‑commerce to automate the content supply chain further.

Radeberger Gruppe