MISA-Vertriebs is a producer and wholesaler for the beverage industry, offering not only high-quality dispensing equipment but also branded point-of-sale designs, including columns, tap handles, and logo plates, even in small or exclusive quantities.
As the European Superdealer for Flojet beverage pumps, MISA-Vertriebs also brings exclusive technical innovations to the market. Over the past decade, the company has built a comprehensive service network in the DACH region, providing clients with planning, installation, and maintenance solutions from a single source.
Committed to advancing the beverage industry, MISA-Vertriebs continues to introduce technical innovations that shape the market.
Interview with Michael Mayer, General Manager of MISA-Vertriebs.
What are the main areas of activity of the company?
Michael Mayer: We ship products and services for the HORECA business and beverage producers like breweries, soft drink producers and wine producers.
What’s the news about new products/services?
Michael Mayer: Most innovative product up to date:
- Coldr™ Technology – A chilled cup‑holder system that keeps beer and other drinks cold until the last sip using solid‑state thermoelectric cooling, without compressors or chemicals.
- Energy‑Efficient Cooling – The Coldr™ system can be simply switched on for events and switched off afterward, reducing unnecessary power use.
- Product Range – Includes standardized tables and rail installations with easy setup and low maintenance.
- Additional Features – Options like LED illuminated cup holders, variable cooling levels, inductive mobile phone chargers, foot rails, and bag hooks.
- Customisable Design – Coldr™ cooling installations can be adapted to brand or venue design requirements.
- Use Cases – Ideal for stadiums, events, mobile catering, lounges, restaurants, cruise ships, casinos, golf courses, and more to enhance guest experience and beverage consumption.
- Commercial Benefits – Drives additional revenue via sponsorship opportunities, increased beverage sales, and novel fan experiences at venues.
Most beautiful one:
- Glass Beer Sculpture — A handcrafted glass dispensing column that showcases beer as it flows through a spiral tube filled with cold water, creating a striking visual experience.
- Cold Chain Integrity — The design maintains the cold chain from keg cooling right up to the tap for better temperature control.
- Hygienic & Transparent — Made from sterile DURAN® borosilicate glass that’s easy to clean and lets staff and guests visually inspect system hygiene.
- Design Variants — Available in multiple versions like LARGE, TWIN, and SMALL to fit different venue needs and dispensing setups.
- Energy & Protection Features — An insulating sleeve is used when idle to reduce energy loss and protect beer from UV exposure.
- Eye‑Catching POS Element — Functions as both a dispensing system and a brand‑enhancing centerpiece at bars, pubs, and hospitality spaces.
What are the ranges of products/services?
M.M: See point number 1, we work mainly in the DACH region but also have many clients in the rest of Europe and some worldwide.
What is the state of the market where you are currently active?
M.M: It depends, alcoholic beverages consumption goes down and soft drinks up, we are dependent on that with our business. I would say the market is stable, but surely depending on the field with minuses and pluses depending on customer and region.
F.e. lots of smaller breweries close at the moment. Lots of breweries make more and more non alcoholic beer but only in bottles, so not relevant for us. It is hard to tap alcohol free beer hygienically.
What can you tell us about market trends?
M.M: Surely outsourcing, digitalization, self-service systems.
Franchise systems are becoming increasingly successful, while the number of traditional mid-sized restaurants/bars is declining.
For us, as a provider of small-scale design solutions—including for smaller clients—this means we need to offer more and more customization.
What are the most innovative products/services marketed?
M.M: Our most innovative is the Coldr:
- Coldr™ Technology – Solid‑state thermoelectric cooling system that keeps beer (and other drinks) cold longer without compressors, chemicals, or continuous operation — just turn on when needed.
- Cup Cooler Functionality – Coldr™ cup holders actively cool drinks below serving temperature and maintain that chill until the last sip.
- Product Range – Includes standardised tables and rail‑mounted systems that are easy to install and maintain.
- User‑Friendly Operation – Simple on/off control for event‑based use; no complex mechanical systems required.
- Optional Features
- LED illuminated cup holders for visibility and branding.
- Variable cooling levels to adapt to different drinks and conditions.
- Inductive phone chargers, foot rails, bag hooks for enhanced user experience.
- Customisable design to fit venue or brand aesthetics.
- Use Cases & Benefits
- Stadiums, events, lounges, cruise ships, restaurants, casinos, theme parks, golf courses, mobile catering.
- Helps venues increase beverage sales, convert unused space into VIP areas, generate sponsorship revenue, and enhance guest engagement.
- Proven examples include customised Coldr™ seats in major US sports stadiums used to drive loyalty and revenue.
We have created a brand for innovative products:
- q:ju – Innovation Brand – A dedicated brand for MISA‑Vertriebs GmbH’s most advanced dispensing technologies.
- Focus on Innovation – Created to bundle modern and innovative new products that optimise dispensing quality and performance.
- Inspired by “Q” (James Bond) – The brand name draws inspiration from the high‑tech inventor character in James Bond films, symbolising technical finesse and quality.
- User‑Centric Design – q:ju products are designed to be intuitive and easy to operate.
- Industry Progress – The q:ju brand aims to support the dispensing technology industry’s development and contribute to technical advances.
What estimations do you have for the beginning of 2026?
M.M: We initially thought the start of the year would be slow given the overall situation; people are currently spending less money in restaurants and bars, but things have been picking up again since mid-February.
We prefer to start by using the worst-case figures to see what might happen; fortunately, things usually turn out differently.
