Dispense enhanced

A premium proposition for this Carlsberg dispense system

The challenge

Thanks to the continuous contribution of time and resources in research and development by the Celli Group and ADS2 and the now consolidated collaboration with Carlsberg, the innovative Draughtmaster bespoke beer font was created.

Following the success of Draughtmaster at launch, Carlsberg has challenged ADS2 and the development team to create a more premium proposition for the Draughtmaster dispense unit. the new design was to have enhanced access, better branding and a far more contemporary image on the Draughtmaster fridge.

This challenging design and engineering project was a collaboration between ADS2 and the Carlsberg AS technical team – a single cohesive project team focused on a single vision with one common goal – deliver a new and innovative dispense system to the global market.

The concept

Draughtmaster2 used to the same Carlsberg dispense system but the new font was a radical departure from the original. Designed as a 2 piece die-cast unit that hinged open allowing for easy routing of the disposable beer-line and installation of the dispense nozzle.

The perfect Carlsberg dispense system, that ensures consistent dispense temperature of draught beer and delivers the perfect pint every time.

Created to give prominence and visibility to the dispensing area and designed to give an aura of high-quality to the surrounding environment, this bespoke beer tower has an essential and clean design, which makes it a stylistic ornament suitable to every type of décor.

During the engineering phase of the project various materials were considered and discussed by the Celli UK and Carlsberg AS team; the final decision on the choice of material was made by taking into account the necessary key points to ensure safe and reliable performance, maintaining the standard design, ensuring longevity, flexibility, continuity of use and compatibility with the Draughtmaster 2 system. With these well-defined selection criteria and a focus on a robust supply chain and supply process, the materials selected for the Draughtmaster 2 system guarantee high performance.

The Carlsberg brand is clearly visible thanks to the interchangeable bright LED light positioned at the top of the font. Regarding the tap, on the other hand, it stands out for its customisable handle made of resin.

Final Result

The engineering of the unit went further with the insulation forming the retention feature for the replaceable lens. The replaceable lens system was engineered with the future in mind – it was designed to be able to take illumination if required later on in the lifespan of the product.

The elegant geometries and the play of colours are not lacking in this product thought of, exclusively for Carlsberg destined to stand out on bar counters of the best bars, pubs and breweries all over the world.
The iconic column, therefore, is recognizable thanks to its simple and straightforward design with a robust structure that allows each sponsored brand to be exhibited.

All of this innovation was refined and delivered to ensure that DM2 would reach new markets for Carlsberg brands dispensed with the Draughtmaster system.
Draughtmaster2 has proved successful shipped from the UK assembly site to over 47 countries with over 70,000 units supplied.

Elegant, refined and in complete harmony with the brand's style and positioning, it offers to consumers an exciting beer dispense experience that's perfectly in sync with the most modern and captivating pubs and bars.


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