How Mikkeller Transformed Their Form Management Across a Global Craft Beer Empire
We caught up with Elias, Tech Lead at Mikkeller, to hear how Denmark’s iconic craft brewery uses Formspree to streamline operations across 500+ employees worldwide.
From Bar to Global Brand
Mikkeller started as a single bar in Copenhagen back in 2006 and has grown into a global chain of craft beer bars and restaurants with over 500 employees and franchise operations spanning multiple countries.
“We’ve really evolved from just being a bar to managing this complex operation with franchises, an online shop, event management, and everything in between,” explains Elias, who serves as the company’s tech lead, webmaster, and data specialist. “Most of our operations are still based in Copenhagen, but we’re coordinating a lot more complexity now.”
Like many businesses in the alcohol industry, Mikkeller has had to navigate regulatory challenges that have impacted their online sales. For Elias and his team, this made operational efficiency not just nice-to-have, but essential.
When Forms Start Breaking Down
Before Formspree entered the picture, Mikkeller’s form strategy was, in Elias’s words, “all over the place.” They were juggling multiple platforms: using Klaviyo directly for customer interactions, connecting native forms from WooCommerce and Shopify to their CRM, and managing some processes through HubSpot forms.
“The big problem started with Klaviyo,” Elias recalls. “Our forms began getting flagged, and we saw this huge decrease in customer interactions. It was becoming a real headache for our online business.”
But the technical complexity was just as frustrating. “We tried using Webflow’s logic flows, but honestly? It was a pain in the butt. The dev team found it like this pseudo-developer experience that nobody wanted to deal with.”
A Recommendation That Changed Everything
Another company that Mikkeller worked with recommended Formspree. At the time, Elias and his team knew exactly what they were looking for.
We needed something that would give us full control over the frontend while being easy to integrate into our existing systems. No compromises on user experience, but we wanted the backend headaches to go away.
What drew them to Formspree was its simplicity.
The post and get methods were very simple—exactly what we always wanted. No complicated setup, no weird pseudo-coding. Just clean, simple form handling.
Finding Uses Everywhere
Once Mikkeller started with Formspree, they quickly discovered it could solve problems across their entire operation, not just customer-facing forms.
For their marketing site, Elias set up what he calls “a no-code solution for the marketing team.” Native Webflow forms connect to Formspree endpoints, meaning the marketing team can update and manage forms without needing developer involvement.
But it’s the internal applications where Formspree really shines for Mikkeller.
We use it extensively for internal purposes — managers communicating with lower-level managers, HR processes, and handling requests for festivals and events. A lot of information that used to be passed around manually through emails now goes through our forms directly to Google Sheets.
This is more than just customer experience. It is about operational efficiency across a complex, growing business.
Mikkellers' private event inquiry form, powered by Formspree
The Rules Engine Game-Changer
The real transformation happened when Elias discovered Formspree’s rules engine.
“We had experimented with Zapier a bit, but when we started using Formspree’s rules system, that’s when everything clicked,” he says. “The rules seemed so much more intuitive compared to Webflow’s logic system.”
This translated directly into reduced manual work.
Before, we were spending a lot of manual labor moving data around. Now, when someone fills out an HR form or makes an internal request, the data automatically goes where it needs to go. No more manual processing through emails.
Real Results Across the Business
The impact was immediate and measurable. “Less manual work for the internal team, hands down,” Elias says when asked about the biggest benefit. “We used to have people manually processing emails and entering data. Now that’s all automated.”
The financial impact extends beyond just labor savings.
We’re looking at cutting costs from Klaviyo and finding solutions in other systems. Formspree is helping us reduce our overall tool stack while actually improving functionality.
For a company managing 500+ employees across multiple countries, these efficiency gains add up quickly.
The Features That Matter
When Elias talks about the Formspree features that have become essential to Mikkeller’s daily operations, two stand out:
Email notifications keep the team connected.
Our team knows immediately when something important comes in—no more checking multiple systems or worrying about missed requests.
But it’s the rules engine that really transformed their workflow.
Being able to set up complex logic flows without the headache of pseudo-coding has saved us so much time. It’s intuitive in a way that other solutions just aren’t.
Looking Ahead
Mikkeller’s plans with Formspree extend well beyond their current implementation. “We’re planning to explore more direct integrations with Google Sheets through Formspree instead of doing manual data entry after submissions,” Elias explains.
Perhaps more importantly, they’re democratizing form creation across the organization.
We’re working on educating our office staff to set up forms in Formspree themselves. The goal is to keep reducing the cost of labor that goes into manually moving data around.
For day-to-day management, the system largely runs itself. Elias logs in about twice a month, mostly to adjust settings in the rules engine or set up new forms. “Managers log in a bit more frequently, but the system is stable enough that it doesn’t need constant attention.”
The Bottom Line
When we ask Elias what he’d tell someone considering Formspree, his response is immediate:
It’s the simplest and easiest product to use. You get full control over your frontend experience with no compromises, and the backend is very straightforward.
He pauses, then adds: “The price is good too. No unnecessary complexity, no steep learning curve. It just works.”
For Mikkeller, Formspree solved multiple problems with one elegant solution, reducing manual work, cutting costs, improving team efficiency, and maintaining the user experience their customers expect, all while scaling across a complex global operation.
“As we continue to expand and streamline operations, having a reliable, intuitive form solution that our team can manage themselves is exactly what we need,” Elias concludes. “Formspree has really fit perfectly into our growth plans.”
Mikkeller operates craft beer bars and restaurants globally, with headquarters in Copenhagen, Denmark. Founded in 2006, they’ve grown from a single bar to a global brand with 500+ employees and franchise operations worldwide. Learn more at mikkeller.com