Being visionary means being able to be forward-looking, imagining the future without being overwhelmed by acquired certainties.
For Celli Group, this vision is based on the value of draught, which will replace bottles beverages in bars and establishments.
Celli has been working for years to build a future where draught becomes the most common way to enjoy a beer, a soft drink or still and sparkling water. Draught offers a superior drinking experience in terms of quality and freshness, and is also the best choice for the environment. Draught beverages have a remarkable lower environmental impact than bottled beer, up to 80% less as for global warming potential (GWP), acidification and eutrophication.
Despite the fact that it has been scientifically demonstrated that drinking draught rather than bottled beverages is better for the environment, only 5% of beverages are on draught. Just think that 2 barrels of beer generate 27 Kg of CO2 less than the same amount of bottled beverage. Numbers are self-explanatory and become even more surprising if we transform them into things closer to our everyday life. For example, if in Italy draught beer consumption increased from 5% to 6%, this would be enough to save in one year a stretch of trees the size of 1,660 soccer fields. The saved water would be enough to fill 80 Olympic swimming-pools and 1,500 tons of waste would be avoided.
For Celli Group, the spreading of draught is a crusade, with the extra benefit of a more efficient management of the establishment. Draught beverages also entail less storage space and waste collection, lower operating costs, higher efficiency and profitability, better offer quality to customers.
Draught also enhances the bartender profession.
Anyone can open a bottle, while only a real bartender is able to serve draught beer to the highest professional standards.