Our vision of the world of the beverage dispensing systems and beyond.

The United States have also finally conceded that recycling is no longer enough. Eight million tonnes of plastic end up in our oceans every year and, according to the WWF, 33.000 plastic bottles pollute the Mediterranean Sea every minute. These statistics cast doubt over recycling as anything more than just a placebo, or a rather limited solution to a very big problem. Reliable sources such as the Guardian (data published in 2017) and British Petroleum ("2017 Statistical Review of World Energy") confirm that plastic pollution is caused in large part by the plastic bottle's entire life cycle, i.e., by the process of extracting raw materials, the production of the plastic itself, the transportation of bottled water and the disposal of the bottle.

By reconstructing the production chain, we are able to calculate how many fossil raw materials each bottle consumes. Producing a one-litre plastic bottle consumes about 10% of its weight in oil, 80 grams of coal and 42 litres of natural gas. When turning these numbers into CO₂, the carbon footprint of a one-litre plastic bottle amounts to around 0.7%. The impact recycling has on the environment is not enough to reverse the degradation of our ecosystem. It's time to buck the trend.

In light of this alarming data, we have decided to contribute to change and undertake a (r) evolution. We are trying to eliminate, or at least combat, the waste of disposable bottles, in favour of beverages supplied in reusable containers. Our revolution starts from our conscience, from our civic sense. We are all strongly motivated to take on an important responsibility: to build "Tomorrow's World" for us and for the generations to come.
This is our mission: to evoke a cultural change in the patterns of consumption. We aim to bring water back to its best nature: respected, controlled, without waste and with a common advantage for the final consumer and the environment. By generating a wave that brings renewal, new ideas and technological innovation, we want to propose a new way of drinking, treating and dispensing water, so that this resource is increasingly free, democratic and ethical.

Celli is a "Beyond the Bottle Company". We strongly believe that our planet's future relies on the beverage industry getting rid of single-use plastics by using dispensing systems that are increasingly technological, connected and focused on eco-friendly consumers. This means no more recycling plastic; actually, no more plastic at all, thanks to a virtuous and technologically advanced re-use strategy that relies on refills. In order to achieve our goals, we have chosen three core values as the building blocks of our development strategy: Sustainability, a Human-Centred approach and Digitisation. These core values have led us to create digitised, interactive, smart products that greatly expand and enrich the consumer experience while also allowing us to offer our clients important information about their businesses by collecting consumption data. Apart from Sustainability - a value of common interest - we also believe in Human Centrality, a concept that increasingly guides businesses in terms of product development, promoting healthier and more environmentally friendly products. People can make the difference and they are the centre of the drinking experience. The Celli Group dispensing solutions are made by the people for the people: they are created by some of the best engineers and designers, mechanics, hydraulics and technicians in their field, and they are used by bartenders and bar owners, to always supply an excellent beverage on tap to end consumers. But that's not enough. In a world that becomes more and more liquid, to meet and anticipate the needs of new consumers, increasingly concerned by sustainability and quality, Celli embraces a new challenge: breaking the barriers that limit the drinking experience to "its drinking time", and opening new endless business and consumer engagement possibilities, thanks to the new IoT frontiers. Today the entire Celli drinking experience can be recounted, shared, programmed and monitored. The attention to visual impact and consumer experience is combined with the search for solutions anticipating industry trends, such as the use of more efficient and eco-friendly solutions.

At Celli Group, we think there is an opportunity to change the world's production, distribution, consumption and disposal of foods and beverages in order to tackle the shared challenges we face. We aim to help build a more sustainable drinking system; one that can meet human needs for hydration and enjoyment, and continue to drive economic and social development, without exceeding the ecological boundaries of the planet. Consumers are ready for a drinking evolution. Changing the consumption model today might really make a difference.
Come on, we can do this together. The future is beyond the bottle!