Dispense delivered

An exceptional font for an exceptional beer: the Tuborg Draughtmaster font

The brand

Creating the new Tuborg Draughtmaster beer font faced several challenges; the most significant was to deliver the design intent for the Brand within the confines of manufacturability and budget. Maintaining the brand image was important as this new beer column is the new global dispense icon in both existing and new markets.

ADS2 has worked with the Carlsberg Draughtmaster team for over 16 years, helping to develop and enhance the proposition for the Tuborg Draughtmaster font.
Draughtmaster is Carlsberg's proprietary dispense system – Fridge, collapsible PET keg and dispense interface. DraughtMaster is a revolutionary commercial draught beer system that keeps draft beer pure and fresh, from brewery to glass.
ADS2 have been development partners with Carlsberg AS on the dispense interface of the Draughtmaster system since the beginning.

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 captivating and innovative dispense system to the global market.
Thanks to the continuous contribution of time and resources in research and development by Celli UK and the now consolidated collaboration with Carlsberg, the Draughtmaster bespoke beer font was created.

The concept

The DM1 tap actuator formed part of the roll-out of the Draughtmaster system.

This dispense actuator also included the nozzle that is part of the disposable keg and beer-line.

Designed to function as a conventional tap, the DM1 actuator has a tightly controlled interface with the disposable nozzle ensuring a perfect drink every time.

Designed to give visibility and prominence to the dispensing area and to transmit 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 environment and context.

During the engineering phase of the project various materials were considered and discussed by ADS2 and Carlsberg AS team.
The final decision was made by taking into account the key points necessary to ensure safe and reliable performance, maintaining the standard design, ensuring longevity, flexibility, continuity of use and compatibility with the Draughtmaster beer system. The materials selected for the Draughtmaster beer dispensing system guarantee high performance.

The Tuborg brand is clearly visible thanks to the bright LED lens positioned at the front of the column.

Final Result

The DM1 actuator is supplied as part of the DM1 dispense tower and is also used on modified towers around the world, all fitted to the Draughtmaster dispense system all delivering excellent product quality.


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

All of this innovation was refined and delivered to ensure that DM would reach new markets for Carlsberg brands dispensed with the Draughtmaster system.

Modern, refined and in complete harmony with the brand's style and positioning, it provides consumers an exciting dispense experience that's perfectly in sync with elegant and captivating pubs and bars.

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