Berg

What Berg does

Berg Company, LLC is a privately held US manufacturer of liquor and beverage control systems, founded circa 1974 and headquartered in Monona, Wisconsin (Madison metro). The company designs and builds bottle-top ring pourers (All-Bottle, All-Bottle ID), gun-style dispensers (Laser Gun, Laser Touch), draft beer and wine towers (TAP2), and wireless bartender-ID systems (Merlin), all anchored by patented RF microchip technology that tracks brand, portion size, and price on every pour. Two software tiers (Berg Dispenser Manager for small networks and Berg Infinity Network/Infinity Software for enterprise-wide deployments introduced in 1991) provide real-time reporting, scheduling, inventory control, and POS/ECR integration with an advertised pouring accuracy of 1/32 ounce. Berg sells exclusively through a global certified-dealer channel rather than direct, generating revenue from hardware sales, recurring software/professional-service contracts, and multi-year enterprise installations; systems are quoted per-venue rather than via standardized pricing.

The customer base spans casinos, hotels and resorts, stadiums and sports centers, nightclubs, restaurants, bars, riverboats, cruise ships, theme parks, festivals, and home users, with named enterprise installations including MGM Grand, Harrah's/Rio Hotel & Casino, Boyd Gaming, Station Casino, Pechanga Casino, Empire City Casino, Monte Carlo Casino, Hard Rock, Empress of Canada (cruise), and CN Tower. The company is NSF/ANSI Standard 18 and CE certified, with specialty products tailored to Canadian regulatory requirements, and is positioned by management as the original and one of the largest global liquor-control manufacturers with a 50-year industry heritage.

Name

Berg

Legal name

Berg Company, LLC

Website

https://bergliquorcontrols.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Berg Company, LLC manufactures liquor and beverage control systems (All-Bottle, Laser Gun, TAP2, Merlin Wireless) plus proprietary bar-management software, serving casinos, hotels, stadiums, nightclubs, restaurants, and bars via a global certified dealer network since 1974.

Ownership category

akta.pro rank

Product category

Liquor Control Systems

NAICS

Totalizing Fluid Meter and Counting Device Manufacturing (334514), Software Publishers (5132)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Bar & Beverage Service Supplies Wholesale (AFAIALAG)

Keywords

• Liquor dispensing systems
• Bar management software
• Beverage control hardware
• Hospitality automation
• Point of sale integration

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Hardware Sales - Liquor Control Systems: Sale of liquor control systems including All-Bottle, Laser Gun, TAP2, Merlin Wireless dispensers and related equipment. Systems are sold through dealer network with installation, training and support services.
2. Software Licenses: Proprietary Infinity Software and Dispenser Manager bar management software for system management, reporting, scheduling and inventory control
3. Service and Support: Professional installation, training, maintenance, service, upgrades and supplies through worldwide dealer network

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Berg manufactures and sells automated liquor dispensing hardware (All-Bottle RF-ID dispensers, Laser Gun/Laser Touch, TAP2, Merlin Wireless, and Draft Beer Towers) and accompanying management software (Berg Infinity Software and Berg Dispenser Manager) that enable bars, casinos, hotels, cruise ships, stadiums, and restaurants to control pour sizes, track inventory, integrate with POS systems, and reduce beverage costs. The company's revenue is generated through hardware sales, software licensing/subscription, and ongoing service and support contracts.

Product overview

Berg offers a comprehensive portfolio of liquor and beverage control systems for the hospitality industry. The product line centers on dispensing hardware (All-Bottle bottle-top ring pourers, Laser gun-style dispensers, TAP2 draft beer/wine towers, and Merlin wireless systems) combined with two management software tiers: Berg Dispenser Manager for single-bar or small multi-bar networks, and Berg Infinity Network/Infinity Software for enterprise operations with infinite scalability. The systems provide real-time inventory tracking, portion control, POS integration, and accountability for every pour, with paybacks typically achieved in 6-12 months. Specialty versions meet Canadian requirements and NSF/ANSI Standard 18 sanitation certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Berg Infinity Network: Beverage and liquor management system with Infinity bar management software for connecting infinite number of dispensers and controls across operations
• Berg Dispenser Network
• All-Bottle
• All-Bottle Brand ID
• All-Bottle ID Cocktailing
• Laser Gun
• Laser Touch
• TAP2
• Merlin Wireless
• Flow Monitor
• Cocktail Pad
• Space Saver

Products and services

• All-Bottle 1504 The All-Bottle 1504 is Berg's premium high-capacity, 15-bottle RF-activated liquor dispenser designed for high-volume bars, casinos, hotels, and other on-premise hospitality venues that require maximum bottle density and rapid, controlled pouring of premium spirits.
• All-Bottle 704 The All-Bottle 704 is a 7-bottle RF-activated liquor dispenser in Berg's All-Bottle family, intended for smaller bar stations and mid-volume venues that need automated pour control, brand-locked dispensing, and integration with Berg management software.
• All-Bottle ID The All-Bottle ID is an RF-based bottle-identification dispensing system that automatically recognizes an RFID-tagged bottle placed on the spout and dispenses a measured, brand-locked pour, used to prevent over-pours, theft, and unauthorized brand substitution in on-premise bars.
• All-Bottle ID Cocktailing The All-Bottle ID Cocktailing is a cocktail-focused variant of Berg's RF bottle-identification dispenser, designed to enable automated, measured pours of multiple spirits simultaneously for consistent cocktail preparation in high-volume bars and cocktail programs.
• Laser Gun The Laser Gun is Berg's laser-activated liquor dispensing system that uses an infrared beam to authorize pours, enabling hands-free, controlled dispensing of spirits in busy bar environments.
• Laser Touch The Laser Touch is a touchscreen-controlled, laser-activated liquor dispensing system for venues that want a more interactive interface for bartenders while still controlling pour sizes and capturing pour data.
• TAP2 The TAP2 is Berg's automated tap-handle dispensing system that monitors and controls pours from beer or liquor taps, integrating pour counts and volumes into the Berg management software for inventory and loss prevention.
• Merlin Wireless The Merlin Wireless is Berg's wireless dispensing module that connects individual bottle or tap stations back to the central Berg management software without requiring dedicated cabling at each station, simplifying installation in existing bar layouts.
• Draft Beer Towers Berg's Draft Beer Towers are integrated draft-beer dispensing solutions that combine tap hardware with flow monitoring and Berg software reporting to track draft pour volumes and detect losses in on-premise venues.
• Berg Infinity Software Berg Infinity Software is Berg's enterprise-level bar management platform that aggregates data from connected Berg dispensers across single or multiple venues, providing real-time pour reports, inventory tracking, POS integration, and loss-prevention analytics for multi-unit hospitality operators.
• Berg Dispenser Manager Berg Dispenser Manager is Berg's standalone management software used to program, monitor, and report on Berg dispensing hardware at a single location, providing pour-level reporting and integration with POS systems for smaller venues or single-site operators.
• Berg Dispenser Network The Berg Dispenser Network is Berg's wireless dispenser networking solution that allows multiple Berg dispensing stations throughout a venue to connect to a central controller and management software, enabling site-wide pour monitoring without per-station cabling.
• Berg Infinity Network The Berg Infinity Network is the multi-site networking layer that links Berg Infinity Software across multiple venues, allowing multi-unit operators to view consolidated pour data, inventory, and reporting from a single enterprise dashboard.

Quantifiable outcome

• Reduces liquor purchases by 25-40%
• +5 more outcomes

Named customers19 records

Segments11 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core.

• CasiocoreTechnology or IntegrationCasio provides a wide range of POS terminals that easily interface with Berg liquor control systems for integrated bar management solutions.
• Micro MaticcoreTechnology or IntegrationA leading global supplier of draft beer, cocktail, water, and wine dispensing systems that complement Berg liquor control systems.
• POSERAcoreTechnology or IntegrationPOSERA creates, sells, and supports a full range of POS solutions for hospitality businesses that integrate with Berg systems.
• EpsoncoreTechnology or IntegrationBerg adopted Epson OmniLink T88V-i and TM-U220i receipt printers for enhanced bar management. New integration platform provides digital solution linking Berg bar control systems to Epson printers.
• Perfection EquipmentcoreImplementation/ SI/ Consulting PartnerWorldwide installation and maintenance of bar systems and equipment for Berg products.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NCR Aloha: Enterprise restaurant and hospitality POS platform with broad footprint in hotels, resorts, and large restaurant groups, providing integrated bar management capabilities that overlap with Berg's enterprise hospitality software stack.
• Toast: Leading restaurant POS platform that has expanded into bar inventory, pour cost analytics, and integrated payments — directly competing with Berg's software-defined management layer even though Toast does not manufacture dedicated liquor dispensing hardware.
• Lightspeed Restaurant: Hospitality-focused POS and commerce platform with bar management features including inventory tracking and reporting, competing with Berg at the software layer across Berg's target verticals of bars, restaurants, and hotels.
• Oracle Micros: Enterprise hospitality POS suite used by large hotel chains, cruise lines, and casinos — many of the same enterprise accounts Berg targets — and increasingly bundles inventory and bar management features that compete with Berg's offerings.
• Square for Restaurants: Block-owned POS and payments platform targeting restaurants and bars with integrated inventory, ordering, and analytics — a software-side competitor to Berg's bar management stack in small-to-mid-market hospitality accounts.
• Cornelius: Industrial beverage dispensing solutions provider including draft beer, soft drink, and water dispense systems — adjacent competitor serving overlapping foodservice and hospitality customers with broader beverage dispense portfolios.
• Perlick: Manufacturer of commercial bar equipment including refrigerated bar storage, dispense systems, and underbar equipment — competing with Berg in physical bar infrastructure across the same hospitality customer base.

Direct peers

• BarTrack: Bar inventory and liquor control software that competes with Berg's Infinity Software and Dispenser Manager by digitizing pour-level tracking, cost analytics, and variance alerts for operators of bars, nightclubs, and restaurants.

Emerging players

• PourMyBeer: Self-pour beer and wine technology provider that enables customers to self-serve measured pours via RFID/tap technology — an emerging alternative to Berg's bartender-controlled pour control systems, particularly in newer hospitality concepts.

Others

• Micro Matic: Global supplier of draft beer, cocktail, water, and wine dispensing systems and an existing Berg technology integration partner — overlapping with Berg's TAP2 and draft beer product lines and serving the same hospitality customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/liquorcontrols
• LinkedInlinkedin.com/company/berg-company-llc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Berg