THE STRENGTH OF A GROUP DEDICATED TO CREATING THE PERFECT DISPENSING OF BEVERAGES Draught is better, always. This is the founding principle of the vision of the Celli Group, which believes for years in the benefits of the draught – from the quality of the drinking experience to the enhancement of a true art, as well as a much more sustainable choice compared to bottled beverage consumption. The Celli Group is traditionally engaged in a dual mission – promoting the best drinking experience for end consumers and ensuring companies in the beverage business that their brand is enhanced through high-impact customized products, in an economically sustainable way. Any beverage company deciding to operate in a consumption point – whether a bar, pub, restaurant, etc. – with a fountain system meets two important challenges: offering the best consumption experience to its consumers – i.e. offering the best product quality consistently – and offering the best brand experience – i.e. making up for the communication power of a bottle or a can with different instruments. The Celli Group can provide the best response to both needs. With more than forty years of history, Celli has developed a unique experience in the dispensing equipment business, and conveys its high innovation and co-engineering skills through complex high-value projects. Celli recently expanded its competences with the introduction of professional figures from utterly different industries. This is why beverage companies can see Celli as a toplevel partner, capable to ensure the best dispensing quality of their beverages In the past few years the Group developed even further. Through technological research and an on-going commitment towards innovation, sustainability is now one of the main strengths of all the Celli dispensing equipment. For all the above reasons we believe that our Group’s vision is to support our customers with our competence, quality, and innovation to help them provide the best consumer and brand experience to their customers with a close focus on sustainability.
MAURO GALLAVOTTI Group President & CEO
Meet a great global player The Celli Group Quality, design, technology and passion for innovation have no boundaries. The Celli Group has secured a pre-eminent position across all five continents, thanks to a range that fulfils any beverage dispensing need. This journey, based on a deep understanding of the importance of customer relationships and on the demand for an efficient, fast and attentive service, began in Italy and has spread throughout the world. The Celli Group network communicates and interacts continuously; only a company that covers every aspect from design to distribution can answer any request anytime. The Celli Group is a global player which has grown organically around a project dedicated entirely to beverage dispensing. Relying on 40 years of history and the acquisition of major companies, the Group has developed and structured itself to respond to multiple needs along the entire value chain: the components are linked to Lam which supplies metal sheet and Longborough which specializes in printing services. Celli designs and manufactures beverage dispensing equipment, whereas ADS2 focuses on bespoke projects and all-round branding solutions. Celli Service Division, Celli Asia and Celli Russia are in charge of the commercial structure and the world of services. Alma Division designs and manufactures water kiosks for communities while Cosmetal, the Group’s latest acquisition, manufactures and distributes water systems for homes, offices and the catering industry.
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ADS2
CELLI COSMETAL
ADS2 CELLI RUSSIA CELLI
CELLI ASIA
Celli Group Dealers & Distributors
Celli Group Heads
Our presence worldwide 5
Celli Group key figures
300 employees
75.000 fonts per year
55.000 coolers per year
300.000 taps per year
We’ve come a long way ! So many toasts since our establishment in Rimini in 1974 ! The first-hand experience of our founders has fostered a customer-oriented approach. In its first 40 years, the company has evolved and grown to the extent of acquiring major companies and tripled its size in the last 4 years. Celli group has 300 employees and owns 5 production plants (3 in Italy, 2 in the UK). Celli products are exported to over 100 countries and the company has been organised into an actual international Group. But our passion for innovation is just as intense as the first day.
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Group overview
Celli Group’s headquarters in San Giovanni in Marignano
5 production plants (3 in Italy, 2 in the UK)
Turnover tripled in the last 4 years
CAGR +29%
2012
2016
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DISPOSAL
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PACKAGING PRODUCTION
DRAUGHT DRINKS MAINTENANCE
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USE
DRINK DISPENSING BOTTLE
04
03
02
Draught Spina 5%
BOTTLING
TRANSPORT
VS Bottiglia 95% Bottle
Drink dispensing benefits all of the product life-cycle phases DISPOSAL
Pouring drinks is a concrete action to reduce the environmental impact of beverage production and transport.
AL
E
01
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The impact of packaging, PACKAGING bottling PRODUCTION and transport of bottled drinks is in 01 fact much higher. MAINTENANCE
DRAUGHT But also equipment maintenance DRINKS and the disposal of waste resulting
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DRAUGHT DRINKS 05
BOTTLING from the consumption of bottled 02 far more costly in terms of environmental sustainability.
Spina 5%
DRINK DISPENSING BOTTLE
DRINK BOTTLE DISPENSING beverages is
USE
04
03
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TRANSPORT
01
PACKAGING PRODUCTION
04
02
BOTTLING
VS 03
TRANSPORT
Bottiglia 95%
The draught challenge Draught vs bottle Draught is better, always. Our vision is not an opinion, it is a fact. Supported by an array of numbers and data that predict the future of the beverage world: the increasingly important role of drink dispensing.
2 steel beer kegs = 40 litres
27 kg less CO2 than the same litres of bottled beer The equivalent of 1 tree
In the world, only 5% of beverages are draught. Drink dispensing heavily contributes to reducing the greenhouse effect
If draught beer consumption in Italy increased from 5% to 6%, in a year we would save the equivalent of:
1,660 football fields of trees
100 million km by car
1,500 tons of waste
80 Olympic-sized swimming pools of water
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Sustainability: facts & figures
In order to pour sustainable beverages, you need sustainable dispensing systems
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Producing drink dispensing systems means accepting the challenge of providing products which are increasingly capable of respecting the environment Celli has introduced numerous innovations to make its products more and more eco-friendly and to offer a sustainable journey of drinks from the keg to the glass. Reducing our environmental impact has been a priority for Celli since the early ‘80s, as evidenced by our decision, as the first company in Italy, to eliminate chlorofluorocarbons responsible for ozone depletion from all cooling circuits. Today Celli is the first company equipped with in-house charging stations for the cooling gases CO2 (R744) and Propane (R290), high-performance ecological gases with a very low GWP index. The new models of over-counter soft-drink dispensers, for example, in addition to using eco-friendly cooling gases, adopt energy-efficient solutions with savings up to 70%. Last but not least, Celli has undertaken to promote the consumption of water from the supply network: water dispensers for homes, companies, hotels, restaurants and communities are an affordable and sustainable alternative to the consumption of bottled water. Celli is therefore the ideal partner for those who intend to combine quality, performances, design and environmental care. When you choose a dispensing system, you are favouring a real art that is also a much more sustainable choice than bottled beverages. Draught Bottled
100%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%
50%
0% Water Kiosk
Drink dispensing is much more sustainable than bottled drinks according to many environmental parameters 0%
100% 90%
Draught
80%
Bottled
70% 60%
100%
50% 100% 40% 30% 20% 10%
50%
0% 50%
Water Kiosk
0%
Draught Draught Draught Bottled
Bottled Bottled
100%
100% 100% 50%
100%
90%
90%
80%
80%
70%
70%
60%
60%
100% 50%
100% 50%
40%
40%
30%
30%
20%
20%
10%
10%
50%0%
50%0% Water Kiosk
Water PET 1,5 l
Beer (PET keg)
Beer Beer (steel) (33 cl glass b.)
50% 50%
Global Warming
90% 70%
80% 70% 50% 40%
40%
50%
0%
0% 0%
0%
Water PET 1,5 l
Beer (PET keg)
Beer Beer (steel) (33 cl glass b.)
SoftDrink SoftDrink SoftDrink PostMix PreMix (PET 1,5 l)
30% 20% 10% 0% Water Kiosk
60% 50% 40% 30% 20% 10% 0% Beer (PET keg)
Beer Beer (steel) (33 cl glass b.)
SoftDrink SoftDrink SoftDrink PostMix PreMix (PET 1,5 l)
Eutrophication Water Water PET PET 1,5 1,5 ll
0% Water Kiosk
40%
70%
Beer Beer (PET (PET keg) keg)
10%
10% 50% 0%
50%
80%
20%
20%
60%
90%
30%
30%
70%
100%
Water Water Kiosk Kiosk
60%
60% 100% 50%
100%
0% 0%
90%
Acidification
80%
Water PET 1,5 l
80%
Water Kiosk
20% 20% 10% 10%
100%
100%
40% 40% 30% 30%
90%
SoftDrink SoftDrink SoftDrink PostMix PreMix (PET 1,5 l)
60% 60% 50% 50%
0%
0%
0%
Beer Beer (steel) (33 cl glass b.)
80% 80% 70% 70%
Water Kiosk
SoftDrink SoftDrink SoftDrink PostMix PreMix (PET 1,5 l)
Beer (PET keg)
100% 100% 90% 90%
0%
100%
Water PET 1,5 l
100%
Water Kiosk
Water PET 1,5 l
100% 100%
Beer (PET keg)
Beer Beer (steel) (33 cl glass b.)
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SoftDrink SoftDrink SoftDrink PostMix PreMix (PET 1,5 l)
Beer B Beer B (steel) (steel) (33 (33 cl cl
A strong vision: draught is better, always The Celli group is growing, aware that it plays an important role in expressing the absolute value of drink dispensing for the entire beverage industry. Draught drinks are, quite simply, the best solution for every need. It is the right direction for the future, the most sustainable, the most impactful in terms of drinking experience, the most efficient and the most rewarding for the expertise of the bartenders.
Enhancing the barman’s professionalism The essence of the barman’s work is the art of pouring, and draught drinks magnify the perception of such a skill. Pouring, in fact, can create a comprehensive experience and this responsibility is for barmen a source of pride and motivation, which allows them to showcase their professionalism in front of the consumer. Draught installations are pure design elements which enhance the points of consuptions and multiply the consumer experience.
A superior drinking experience in terms of quality & freshness
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Lower environmental impact Beverage dispensing has a much lower environmental impact than canned or bottled drinks. It reduces transport costs and enables a sustainable waste management, in addition to using sustainable and energy-efficient components and systems.
The quality of dispensed drinks is higher than bottled or canned beverages, but above all, the overall drinking experience is heightened. Drink dispensing enhances taste and gives a pleasant sensation of freshness. A correct temperature and a perfectly balanced pressure allow each beverage to retain its ideal sensory characteristics over time.
Greater efficiency in bar management Drink dispensing offers bar managers a number of operational benefits: reduced storage space, no need to refill refrigerated showcases, easier empties management and waste disposal, greater profitability and net savings on operating costs.
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growing nee Celli has the skills required to meet its clients’ fundamental needs: it always offers the best drinking experience, by enhancing the sensory qualities of each beverage, and the best branding experience, by emphasising the brand identity in an even stronger and more qualified way than bottles or cans. All this, in an economically sustainable way. Celli Group is proud to take on this commitment, consecrating itself to consumers, the leading beverage Brands and above all our most precious common good: our planet.
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A clear mission: meet the ds in the draught industry Drinking experience The market is constantly changing, in the pursuit of increasing performances and quality. Today, great innovations and technologies combine with the ability to adapt to the volumes of facilities of any size. Customer engagement is generated through solutions ranging from self-service to interactive environments, from touch-screens to multi-valve systems.
Sustainability The triumph of the Draught Experience drove some strategic decisions, such as the empowerment of the technical support services to major beer and soft-drink brands in tens of thousands of points of sale, ensuring true asset management to customers through a widespread international network of highly qualified technicians and a thirty-year experience. Economical sustainability is supported by the recent launch of IntelliDraught, the group’s technological telemetry platform. Using smart and connected products, capable to communicate with a single data processing system, service centres and logistic networks will be able to access an unprecedented amount and variety of data. Service and data processing add up to the Group’s product offering, thus providing to customers comprehensive solutions to manage their draught or fountain business.
Branding experience Drink dispensing is a medium: the towers are design elements, they dramatise the bar and talk to the consumer, thus conveying strong messages of identity and style. In addition to the value of Italian design, technology is the new competitive key. Customised or tailor-made solutions featuring lighting systems, materials and finishes that were unthinkable until a few years ago. A spectacular immersive dimension, which adds flavour to the drinking experience.
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It is essential to follow the evolution of the markets and understand consumer needs in order to maintain our leadership in the world of beverage dispensing. Over the past 40 years, beer and many other beverages, each with its specific needs, have been enhanced by the superiority of pouring. The Celli Group has always been able to create for each business cutting-edge, high-quality, astonishingly beautiful and functional solutions.
Beer
Soft drinks
Water
Services • • • • • • • 16
Training Call center New equipement installation Ordinary maintenance and extra-ordinary maintenance Refurbishment Data management Asset management
Our business areas
Other beverages
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Design and Branding Partnership with the best names in world design Celli is synonymous with design; ADS2 is the application of branding to design. We broaden our skills to create new customisation opportunities and solutions, to make every product an icon of style and functionality that makes the brand stand out and emphasises the bar’s architectural personality. Beauty and strength, aesthetics and brand identity. A fusion that has reached its finest expression in the partnership with Pininfarina, one of the most prestigious international designers. Dynamic and tense lines, lightness devised to communicate technology and asymmetrical spaces that offer new possibilities for total branding. And then, again by the hand of Pininfarina, The Bull. Designed exclusively for the Jupiler Group, it is a real sculpture that conveys passion and power, a unique visual experience that opens up new horizons for the development of new forms of customisation. Design and branding, an indivisible combination for Celli, a touch that makes the difference.
design by
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Proud partner of
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Services Warranty
Data
Asset management
Mantenance Spare parts management Widespread service network
Asset management: a new opportunity for beverage dispensing Celli has always been strongly service-oriented and stands by its clients throughout the product lifecycle: from installation to proper maintenance, from sanitation to spare parts supply.
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Celli Service Division interprets its services as a path where the clients are followed constantly by means of a qualified assistance in order to maintain over time the high standards offered by Celli products. The goal is to provide our clients with a full-fledged asset management: the guarantee of having high quality products as well as a service package built around an in-depth knowledge of how dispensers work on field. Working with Celli Service Division means extending the efficiency of your dispensing equipment and offer your end customers a better drinking experience, always in an economically sustainable way.
The network Celli Service
Having access to a preventive maintenance and sanitation programme allows you to retain the maximum efficiency standards of the dispensers and minimise the likelihood of any emergency intervention. In the event of extraordinary assistance, Celli has a dedicated Call Centre: 250 calls on average are handled every day and most issues are solved on the phone via a troubleshooting process, consequently generating remarkable savings for the client in terms of time, money and with a positive impact on the environment. Celli relies in Italy on 23 hubs, 150 technicians and 20 companies with over three decades of experience in the industry. In addition to the Italian network, Celli can count on an extensive network worldwide capable of serving all markets: Europe, Asia, Oceania, Africa and America, which boasts 52 partners, including 24 exclusive dealers and 28 distributors and service centres.
Celli IntelliDraught: the telemetry revolution Celli IntelliDraught introduces telemetry in the field of dispensing equipment: the products themselves provide complex data on their operation and liaise with the monitoring and control systems. Through smart and connected products, able to interact with a single data management system, each company will be able to retrieve, at any moment in time, useful information relating to the status of the equipment, the quality of the drink dispensed as well as consumption habits. It will be possible to check the conditions of a system at any time or perform immediately corrective actions even remotely in the event of an issue. IntelliDraught provides benefits to technical assistance, marketing, commercial network, customers and final consumers too.
Our values
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Value is a word that is in our heart It guides all of our actions, encourages us to share every day what we do and how we will do it, and our commitment to ourselves, our colleagues, clients and the environment. It is a spirit that unites us, that makes us a team; it prevents us from resting on our laurels, it inspires us to always look ahead, to do and give our best. We depict our values with our products, because that’s where you’ll find them every day.
t
u
on ntaTi
oRie
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Practice makes it better R&D: strong know-how dedicated to customers 1
Idea & Concept Excellent R&D processes with 2 dedicated R&D teams: the design team in the UK & the engineering team in Italy
2
3
Design
Prototyping
6 workstations with CAD software for graphic design and 3D design
Fast prototyping office & premium IT tools
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Test
Certified laboratory and 3 climatic chambers led by an engineering team dedicated to product testing and validation
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Quality Control Dedicated to monitor and improve the products standards on incoming goods and finished products
The future is the most important investment for the Celli Group. First of all we are upgrading our organisation, with over 30 new hires and over 400 hours of training each year. Celli Group invests over ₏ 1 mln per year in Research and Development and in Industrial Technology, for instance with LAM’s new cutting-edge laser or Longborough new printing station. As many as 17 operational efficiency projects in 18 months in the following areas: product structure, logistics, production, procurement planning and portfolio management.
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Quality system at the heart of the company In order to support the company’s growth, we have undertaken a number of important actions.
Organization
1 2 3
• • • •
Quality System organization, reporting to R&D with Operation support, Quality culture strongly endorsed by company management Project Management group in R&D Matrix organization (Project managers vs Expertise) International Group organization, taking advantage of Italy and UK strenght
People • •
Training courses to continuosly improve people competencies Increasing investements in human resources toward Excellence
Process • • • •
Structured approach to manage Total Quality System Quality process reviewed, strenghtened and certified by major Customers Review of development process - simplified stage & gate unique Customers Definition of quantitative quality targets (KPI) for each department
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Quality & Certifications Testing & validation to drive up innovation 3 Environmental rooms To simulate any climatic and eletrical condition and test our products under extreme conditions. Laboratory certifications A certified laboratory subject to strict audits by major companies in the beverage business, third-party certification and internal testing protocols. 2015 average data • More than 1000 tests on more 200 coolers per year • Average no. of tests performed each month: 83 • Average no. of coolers tested each month: 16 • Average no. of certifications issued each year: 16 • Average environmental room saturation: 89%
Group certifications & accreditations to excel in each and every detail Certification • UNI EN ISO 9001 Certified quality system • UNI ES ISO 14001 Environmental system • UNI EN ISO 14021 Energy Saving Machines • UNI EN ISO 22000 Food safety certificate • COOLER PERFORMANCE TEST (CPT/PRE-01) Marking of products TIFQ, SK, WATER MARK, UL, ETL TÜV, EAC Customers Facility audit • Coca-Cola Facility audit and supplier guiding principles • PepsiCo authorized laboratory
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cod. 87386