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Home | Stories | Tradition and innovation of the draft beer system

Tradition and innovation of the draft beer system

“Made in Italy” meets with English tradition of the draft beer system

Celli is well-known for meeting its clients’ fundamental needs. It offers the best drinking experience by enhancing the sensory qualities of every beverage and the best branding experience, and by emphasising the brand identity in an even stronger and more qualified way than bottles or cans.

Thanks to the alliance between TRADITION and strong INNOVATION, the Celli Group was able to meet the new requirements of consumers, bar keepers, manufacturers and beverage brands. This wide interpretation of its business and the market led the Group to turn to a country where beer has a long and deep heritage, consolidated by territorial customs and Celtic legends: England.

Besides being the largest market in the world for draught beer consumption and its widespread art of draught, this country proudly defends its brewing tradition, treasuring its traditional methods and services, more than any other country in the world. For this reason, in the last two years the Celli Group has concluded strategic acquisitions in England, thereby strengthening its leadership in the beverage industry. 

In June 2015 Celli acquired the English Group ADS2, specializing in the design of customized and design towers for beer draught. Ads2 is able to offer a comprehensive expertise to create product customization and achieve the highest brand distinctiveness. Many elements contribute to the creation of an effective and impactful image: bespoke taps, creating glasses and merchandising and choosing the tower design. With Ads2, the Celli Group becomes the player to be selected to indissolubly link the brand strategy of the most important beverage companies (Heineken, AB InBev, SABMiller, etc.) with a product able to ensure an unforgettable drinking experience.

In May 2017, the Group acquired Angram Ltd, a British company with over 40 years’ experience in designing and manufacturing the finest-quality beer engines, fonts, handles and more for cask, beer and cider brands: the Company mission is to help them to look better, perform better and stand out from the crowd. Angram dominates the UK market with its knowledge in pump draught for ales. A talented and highly skilled team with over 50 employees, a sales, manufacturing, storage and distribution centre exceeding 3,000 m² in Thirsk – the Angram site in Northern Yorkshire that it’s entirely dedicated to the manufacture of both traditional, custom and free-flow cask pumps – and a customer base including some of the most prestigious names in the world of draught and English pubs. Moving production to a dedicated site is the first step towards optimising flows, with special focus on a product that keeps writing the history of beer worldwide. Some of the Angram is also synonymous with “beer engine”, that is to say the most traditional among beer draught systems, since it has been manufacturing draught pumps for ales with the cask system for a very long time now. 

Lastly, in March 2018, Celli acquired FJE Plastic Development Ltd, an English company specialized in injected plastic moulding, vacuum forming and graphic customisation; three critical processes for the manufacturing of many components of Celli dispensing systems. FJE has recently introduced the use of recycled plastic to become environmentally sustainable and to give our customers the chance to develop projects of circular economy, transferring part of their discarded products into new components that take on a new life. The integration of FJE establishments allowed the strengthening of the Group’s industrial organization in the United Kingdom with benefits also for the Italian manufacturing plants, the consolidation of the vertical integration strategy, already widely in place with the LAM subsidiaries, specializing in metal sheet working, and ADS2 Print Division, but also the possibility manage directly a critical working process, as plastic moulding

The main goal is to maximise the use of our present resources, operators and machines to build a strong organisation that responds effectively to the market requests and makes production management leaner and more efficient.
Strengthened by the latest acquisitions, the Celli Group can now count on a truly comprehensive range of towers, taps and refrigerating systems, custom-designed and respecting tradition, to meet the requirements of beverage brands anywhere in the world – today and tomorrow.