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The Celli Group Chooses SECO for Digital Evolution and Artificial Intelligence

The Celli Group Chooses SECO for Digital Evolution and Artificial Intelligence


Long-term agreement between Celli and SECO to develop integrated hardware and software solutions for the innovation of customer experience and implementation of predictive maintenance and Artificial Intelligence functionalities


Arezzo, March 30, 2021

The Celli Group, a global leader in the sector of beverage dispensing systems and accessories, and SECO SpA, an Italian hi-tech frontrunner for IoT solutions, communicate the stipulation of an multi-year partnership agreement for the development of integrated, “connected” hardware and software solutions, capable of interacting with users through touch-screen technology and with control units piloted by cloud-based software platforms, able to manage everything from standard telemetry services to complex AI algorithms.


The agreement, signed in the presence of Mauro Gallavotti, CEO of the Celli Group and Massimo Mauri, CEO of SECO, aims to bring about the digital evolution of equipment and systems for the cooling and dispensing of beer, water and beverages in general toward devices equipped with interconnected intelligence, with solutions that implement predictive maintenance and Artificial Intelligence functionalities.

“Consuming beverages through dispensing systems is up to 300 times more sustainable than using bottles and cans. In an age in which the focus on sustainability must change our consumption habits, digital technologies play a fundamental role in offering the consumer new opportunities and new experiences. We are happy to count SECO, an example of Italian excellence in the world, among our strategic suppliers,” commented Mauro Gallavotti, CEO of the Celli Group.


Massimo Mauri, CEO of SECO, stated: “We are enthusiastic about placing SECO’s technological expertise and industrial capabilities in the service of the Celli Group. Celli will take advantage of our know-how to accelerate the digital transformation of the beverage sector by using technologies such as edge computing, IoT, and AI to maximize consumers’ “drinking experience” and predictive maintenance functionalities.




A global leader in the sector of beverage dispensing systems and accessories. The company, founded in 1974, is based in San Giovanni in Marignano (Rimini), has nearly 600 employees in 6 production plants located in Italy and the United Kingdom, and exports its products to over 100 countries worldwide. In 2019, the private investment company Ardian came into the Group by acquiring 100% of its capital, with the goal of supporting its growth and expansion both nationally and internationally, continuing the process of economic support begun by the independent private equity fund Consilium Sgr that had assisted the Group during the 5 previous years. In 2019 the Group reached a pro-forma turnover of roughly €130 million, achieved thanks to strong growth obtained both organically and through acquisitions in Italy and the UK. From June 2015 to the present, the Group has acquired: ADS2, specialized in creating customized and design beer dispensing columns, thus becoming a player of reference in the sector for the world’s largest beer manufacturers, such as Carlsberg, Heineken, AB InBev, Asahi, etc.; Cosmetal, Italian and European leader in the production of solutions for dispensing drinking water, and thanks to this operation the company broke into the water sector and, in 2018, launched the brand Acqua Alma, dedicated to water dispensing in the world of HORECA; Angram Ltd, an English company specialized in producing systems for the traditional pump-dispensing of cask-ale beers; FJE Plastic Development Ltd, an English company specialized in plastic injection molding whose facilities permit a controlled use of recycled plastics; the dispensing systems service and distribution division of Tecnofrigo, a Celli concessionaire for over 25 years in Emilia Romagna and le Marche; MF Refrigeration, one of the UK market’s principal manufacturers of cooling systems for beer on tap, representing the Group’s fourth cross-channel operation; T&J Installation, an English leader in technical assistance services for beverage dispensing systems. In May 2020, at the height of the Covid-19 pandemic, the Group announced the opening of three new branches, in Germany, the US and Brazil, inaugurating its German location in Krefeld in June. In January 2021 the Group and Cocktail Machine communicated that they had reached a long-term agreement for the development, production and commercialization of innovative, connected digital systems for the preparation and serving of both alcoholic and non-alcoholic cocktails. In-house, the Group has also developed the most advanced IoT platform for beverage dispensing systems, permitting the remote, real-time monitoring of all dispensing systems in order to manage both consumption and functioning.         




SECO is a center of excellence in the field of technological innovation and integration. For over forty years, the company has designed and produced solutions ranging from the single microcomputer to integrated systems and software platforms, consolidating its role as a strategic partner in the digital transformation and IoT evolution of businesses in Italy and abroad. With over 450 employees and a turnover, as of December 31, 2020, of €76,1 million, SECO supplies a variety of industrial sectors including healthcare, industrial automation, logistics and transportation, and numbers among its customers market leaders such as Cimbali, Esaote, Evoca and Technogym. SECO is one of the founders of the international computer miniaturization standard Qseven® and collaborates regularly with universities, research centers, and innovative start-ups. SECO operates on a global scale with offices in Italy, Germany, the US, India and Taiwan. SECO is an investee of Fondo Italiano Tecnologia e Crescita, managed by Fondo Italiano d'Investimento SGR.



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