New acquisition for the Celli Group: MF refrigeration, UK leader of the beer cooling system and refrigerators

Celli keeps proving that quality, deisgn, technology and passion for innovation have no boundaries. The global player has grown organically to respond to multiple needs along the entire value chain: the components are linked to Lam, which supplies metal sheet, and Longborough, specialized in printing services. Celli designs and manufactures beer cooling systems and 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 focuses on water kiosks for communities, while Cosmetal, produces and distributes water systems for homes, offices and the catering industry. Angram is a UK based specialist in traditional draught ‘cask’ beer pump systems, as well as generic and bespoke fonts. Now the Group announces the acquisition of MF Refrigeration, main producer of refrigerated cooling equipment for draught beer in the UK market.

The company, which operates from two factories south of London, distinguishes itself for its strong vertical integration, carrying out in-house almost all of the operations and guaranteeing as such maximum control over all processes. MF offers a complete range of products whose excellent quality is recognized by all its clients, among them are the great international groups - Heineken, Carlsberg, Molson Coors, Asahi – and regional breweries.

MF Refrigeration offers a wide range of models of glycol cooling system but can also manufacture bespoke solutions for specialist applications. Their power packs are the ideal solution for eliminating air-cooled long draw systems. The high reliability of the glycol chiller maintains the proper temperature for beer in every situation and allows MF Refrigeration’s cooling equipment to successfully deliver the perfect cold beer glycol coolers have been created to obtain an exceptional ice effect on the draft beer towers and/or dispense extra cold beer by using an exceptional beer cooling system.

The frozen condensation on the tower presents a stunning visual impact for the consumer, who wants to quench his thirst with a refreshing beverage. With the same aim, we have also studied the possibility of dispensing extra-cold beer, for a glacial impact on the senses. The beer cooling system can be installed at some distance from the dispensing towers, using sufficiently thick insulation (min. 19 mm) to minimize the effect of the outside temperature on the recirculation glycol temperature and optimize the performance of the device itself. In this way, an ice effect can be produced on several towers attached to the beer cooling system.

Celli, which for over 40 years now has been a leader in the design, engineering and production of dispensing systems for beverages, continues to invest into the UK market, leader for dispensed beer consumption, consolidating as such its own position of leadership, thanks to the acquisition of MF Refrigeration, which comes after that of ADS2 in 2015, Angram Ltd in 2017, FJE in 2018, all of them from the UK market.

The English company ADS2 is specialized in designing customized beer towers for a draught beer cooling system. Ads2 offers 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 Group became 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.

Angram’s reputation for designing and developing bespoke fonts and engines for beer cooling system is second to none. The company works with the likes of Greene King, Marstons, Mitchells & Butler, Fullers and Shepherd Neame, helping to give their brands a fresh and unique presence on the bar, and tell their stories with impact and clarity. Its team manage projects from concepts to manufacture and provide maximum attention to ensure the perfect representation of the brand identity.

THE SUPPORT OF MF REFRIGERATION TO CREATE THE BEST BEER COOLERS

In 2019, the Group will exceed 130 million in consolidated pro forma sales. With a production capacity greater than 20.000 coolers per year and approximately 70 employees, MF Refrigeration supplies its clients with a complete range of solutions; from the series of cooling products to custom equipment for special applications; from post-sale services to reconditioning of clients’ equipments.

MF Refrigeration distinguishes itself thanks to its strong attention to energy efficiency of its draft beer systems in order to reduce energy consumption and management costs, without compromising performance, and guaranteeing the reduction of CO2 emissions and the impact on global warming.

MF has accepted the draught challenge to show that companies can provide products respecting the environment, and proving that drink dispensing benefits all phases of the product life-cycle. In order to pour sustainable beverages, we need a sustainable beverage or beer cooling system. Beverage dispensers for homes, companies, hotels, restaurants and communities are an affordable and sustainable alternative to the consumption of bottled drinks.

Therefore Celli is the ideal partner for those who intend to combine quality, performances, design and environmental care. Choosing a beer cooling system means to promote the the art of draught, the most sustainable choice.

30 YEARS HISTORY IN THE BEER COOLING SYSTEMS FIELD

MF is a family-owned business – explains Michael Filmer, Managing Director MF Refrigeration, – with a 30 year history in the area of refrigerated cooling equipment for beer dispensing. We have profound know-how and a high level of quality recognised by the market. We are honoured to be able to be a part of the Group, business leader on an international level, thanks to which we will have an opportunity to accelerate the development of our organisation.

I have known MF and the Filmer family for many years – states Nigel Farrar, Managing Director of Celli UK – and I am extremely satisfied and honoured of the fact that they have chosen to join the Group in the United Kingdom, to create an organization of market leadership, capable of offering to all our customers the most complete range of products for beer dispensing.

Mauro Gallavotti, CEO of the Celli Group states: The Group, leader in the design and production of draft equipment for dispensing every type of beverage, with this acquisition plans to strengthen itself in the chosen category, beer, and at the same time demonstrate their trust in the UK market, especially in a period of great uncertainty.

Now, as part of the Group, the MF Refrigeration has the opportunity to grow more rapidly, and bring its unique brand of beer cooling system solutions and refrigerated cooling equipment for draught drinks to clients and markets worldwide.