Berg Liquor Controls, headquartered in Monona, Wisconsin, is a pioneering manufacturer of beverage control systems for the hospitality and foodservice industry. With over 50 years of expertise, Berg has become a global leader in intelligent liquor dispensing, inventory control, and beverage management technologies, serving bars, restaurants, nightclubs, casinos, and entertainment venues worldwide.
Core Business and Product Offerings
Berg specializes in the design and production of technologically advanced liquor dispensing systems, beer control systems, and beverage management software. Their primary product categories include:
-
Liquor Control Systems:
- All-Bottle™: Dispensing system designed for portion control, compatible with a wide range of bottle types.
- All-Bottle ID™: Adds individual staff and bottle ID verification to prevent unauthorized use.
- Laser Touch™: A modern, touch-sensitive system that automates dispensing via programmable selections.
- Tap2™ and Merlin Wireless™: Wireless liquor dispensing for venues requiring flexible installation and wireless inventory monitoring.
-
Beer Control Systems:
- Draft beer towers with integrated portion control and pour tracking technology.
- Real-time monitoring of flow rates and usage for kegs and taps.
-
Beverage Management Software:
- Infinity Network™: Centralized beverage data management and remote system configuration.
- Dispenser Network™: Supports multi-location chain operations with integrated monitoring and reporting.
- Stand Alone Systems: Ideal for single-location operations needing local data and analytics.
-
POS Interface Solutions:
- Seamless integration with leading point-of-sale systems for synchronized sales and inventory tracking.
These systems support precise measurement, reduce overpouring, ensure accountability, and enhance profitability through real-time control and reporting.
Specialization and Unique Selling Proposition (USP)
Berg’s primary differentiators in the market include:
- Accuracy and Consistency: Systems dispense exact portions as programmed, eliminating losses due to overpouring or theft.
- Advanced ID and Security Features: RFID, wireless authentication, and PIN-based systems ensure only authorized staff dispense specific items.
- Modular and Scalable Technology: Solutions are scalable from small bars to large, multi-location venues.
- Real-Time Analytics: System integration allows for on-demand tracking of sales versus pours, enabling loss prevention and efficient inventory management.
Financial and Market Reach
Berg Liquor Controls operates under privately held parent company Dometic Group (since acquisition), which reports annual revenues exceeding $2 billion globally. Within this framework:
- Installed Base: Tens of thousands of installations across North America, Latin America, Europe, and Asia.
- Client Segments: Casinos, global hotel chains, nightclubs, stadiums, cruise ships, and large restaurant chains.
- ROI Advantage: Industry data suggests liquor shrinkage (spillage/theft/overpouring) can exceed 20%. Berg systems reduce this to under 5%, directly increasing net margins.
Target Markets
Berg targets hospitality operators seeking:
- Higher profit margins through portion control.
- Loss prevention via tracking and accountability.
- Integration of back-of-house operations with POS systems.
Key clientele includes:
- Bar and nightclub owners
- Casino and resort operators
- Sports and entertainment venues
- Chain restaurants with multiple locations
Capabilities and Infrastructure
- R&D and Engineering: In-house development for proprietary hardware and firmware.
- Manufacturing: Precision-engineered systems manufactured in the U.S. with robust QA processes.
- Customer Support: Global support network, including remote diagnostics, training, and on-site service technicians.
- Installation and Training: Certified dealers and technicians across North America and select international markets.
Certifications and Compliance
- FCC and CE Certified for electrical and wireless compliance.
- NSF and UL Certifications for food-contact safety and electrical systems.
- Cybersecurity Compliance: POS interfaces and software follow encrypted protocols for secure data handling.
Customer Testimonials
Testimonials from venue operators consistently highlight the operational efficiencies gained:
“Since installing Berg, we've seen an immediate drop in liquor cost percentage and a spike in revenue transparency.” — General Manager, Multi-Venue Entertainment Complex, Las Vegas
“The Laser Touch system transformed our bar operation. Bartenders are faster, wastage is down, and inventory matches POS.” — Bar Owner, Chicago IL
Achievements and Recognition
- First to launch bottle-mounted portion control spouts in the U.S.
- Recognized as a Top 10 Beverage Technology Innovator by hospitality trade publications.
- Featured in Nightclub & Bar Show, National Restaurant Association Show, and Hospitality Design Expo.
Berg Liquor Controls continues to lead the beverage control market through innovation, precision, and reliability—delivering measurable financial impact for its global hospitality clients.
