What micro matic does

Micro Matic is a US-headquartered manufacturer and supplier of beverage dispensing systems, founded in 1950 and operating as a subsidiary of Denmark-based parent Micro Matic A/S. The company designs and produces Pro-Line glycol power packs ranging from 1,700 to 11,500 BTU, draft towers, refrigeration units, keg couplers, valves, and a growing portfolio of alternative-beverage systems including wine, coffee, kombucha, and the newer HYDRO water-on-tap line. Engineering capabilities span standard short-draw configurations up to landmark custom installations such as the Mercedes-Benz Stadium draft system, which the company describes as the largest in the world.

The business model combines one-time equipment sales — entry-level power packs priced at $1,633.50 and industrial-grade units up to roughly $10,044 — with recurring BarTrack IoT subscriptions at $19.99/month per power pack and $9.99/month per gateway line. Distribution runs through four US regional distribution centers (Northridge CA, Brooksville FL, Machesney Park IL, Center Valley PA) enabling same-day shipping, complemented by direct inside sales, e-commerce, a certified installer network across the USA and Canada, and international distributors covering Europe, Southeast Asia, Japan, Australia, and South Africa. An adjacent closed chemical systems division applies brewing-industry valve expertise to industrial chemical handling, including diesel exhaust fluid.

Primary customers include bars, restaurants, pubs, and taverns (the largest segment), large-scale stadiums and event venues (Mercedes-Benz Stadium, Wurstfest), breweries (Guinness Open Gate), and industrial chemical handlers. Certifications include CE, ETL, and NSF on relevant product lines. Revenue, headcount, and ownership-stake details are not publicly disclosed.

Name

micro matic

Legal name

Micro Matic USA, Inc.

Website

https://micro-matic.com

Company type

Private

Founded year

1950

Operating status

Operating

Short description

Micro Matic manufactures and supplies draft beer equipment, beverage dispensing systems, and tap solutions for bars, restaurants, stadiums, breweries, and industrial clients across 120+ countries, operating as a US subsidiary of Denmark-based Micro Matic A/S.

Ownership category

akta.pro rank

Product category

Beverage Dispensing Equipment

NAICS

Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415)

SIC

Refrigeration & Service Industry Machinery (3580), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Beverages (2080)

akta.pro primary industry

Kegging & Draught Packaging Operations (AFAFAJAI)

akta.pro secondary industries

Beverage Packaging (Bottles, Cans, Cartons, Kegs) (IMALAHAD), Alcoholic Beverage Packaging & Closures Brands (Bottles, Cans, Kegs, Corks, Caps) (CRADAIAK), Alcoholic Beverage Co-Packing (Beer, Wine, Spirits, Cider) (AFAFAIAA)

Keywords

• Draft beer equipment
• Beverage dispensing systems
• Glycol power packs
• Closed chemical systems
• Keg valves packaging

Headquarters

HQ city

Brooksville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Equipment Sales: Direct sales of beverage dispensing equipment including glycol power packs, draft towers, refrigeration units, keg couplers, and accessories. Products range from entry-level 1,700 BTU power packs at $1,633.50 to industrial-grade 11,500 BTU systems up to $10,044.00. Installation kits, replacement parts, and maintenance supplies also sold.
2. IoT Monitoring Subscriptions: BarTrack smart monitoring subscription services for power pack sensors at $19.99/month per power pack. WiFi gateway subscription at $9.99/month per line for data monitoring and alerting services.
3. Technical Services: Installation services through certified installer network, technical support, and warranty services. Full-service provider from concept to pour.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Micro Matic manufactures and supplies draft beer dispensing equipment, glycol-cooled power packs, draft towers, refrigeration/kegerators, keg valves, and closed chemical container systems for commercial beverage service operators and industrial chemical handlers. The company also delivers complementary services including custom tower design, draft system training, technical support, and the BarTrack IoT monitoring subscription for real-time temperature and keg-level data.

Product overview

Micro Matic is a global leader in beverage dispensing solutions with over 70 years of experience, serving customers in 120+ countries. The company offers a comprehensive portfolio centered on draft beer systems, with Pro-Line Glycol Power Packs (ranging from 1,700 to 11,500 BTU in air-cooled, water-cooled, and remote configurations) as the core product line. The product ecosystem includes Draft Beer Systems, Wine On Tap, Coffee On Tap, HYDRO Water Dispensing, Kombucha On Tap, Refrigeration/Kegerators, and Closed Chemical Systems for industrial applications. Supporting services include custom tower design, draft beer training, and technical support. The company operates four strategically located distribution centers in the US (California, Florida, Illinois, and Pennsylvania) and distributes globally through international partners.

Differentiator

Problem solved

Functional benefit

Brands

• Pro-Line: Pro-Line is Micro Matic's product line of glycol power packs for draft beer systems, available in various BTU capacities (1,700 to 11,500 BTU) with air-cooled and water-cooled options.
• HYDRO
• BarTrack

Products and services

• Draft Beer Systems Complete draft beer dispensing solutions including towers, couplers, regulators, and turnkey systems designed for optimal performance in commercial bar, restaurant, pub, stadium, and brewery settings.
• Pro-Line Glycol Power Packs Glycol-cooled power packs that maintain beer temperature over long distances in commercial draft systems, available in BTU capacities from 1,700 to 11,500 BTU with air-cooled, water-cooled, and remote configurations and 1–4 pump options.
• Wine On Tap Systems Wine dispensing systems designed for commercial and residential applications to serve wine on tap with proper temperature control and freshness.
• Cold Brew Coffee On Tap Cold brew coffee dispensing solutions for commercial and residential use to serve coffee on tap.
• HYDRO Water Dispensing System NSF-certified water dispensing system delivering fresh ambient, chilled, and carbonated water on demand at the push of a button for businesses and homes.
• Kombucha On Tap Systems Beverage dispensing solutions specifically designed for serving kombucha on tap.
• Refrigeration and Kegerators Commercial-grade refrigeration units and kegerator products for storing and dispensing keg beverages.
• Closed Chemical Systems Industrial closed, sealed, and secure container valve systems for liquid chemical packaging and handling, including diesel exhaust fluid (DEF) and agriculture/specialty chemicals, ensuring product integrity from fill through transport to dispense.
• Keg Valves and Packaging Keg valve systems, replacement parts, and tools for maintaining existing beverage dispensing equipment.
• BarTrack Smart Draft System IoT smart monitoring system integrating with Micro Matic power packs to provide real-time temperature, pressure, and keg level data, with cloud-based instant alerting when thresholds are exceeded; subscription service starting at $19.99/month per power pack.
• Custom Tower Design Services Custom beer tower design and fabrication services, including bespoke solutions for unique installation requirements such as stadiums, breweries, and event venues.
• Draft System Training Educational training programs on draft system installation, maintenance, and best practices for dispensing quality beverages.
• Technical Support Services Full-service customer support from concept through installation and ongoing maintenance for draft beer systems, including warranty support and certified installer dispatch.

Quantifiable outcome

• Optimized draft system yields approximately 95% of keg volume, ensuring profitability for operators
• +1 more outcomes

Named customers3 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered regional.

• IPI Global Ltd / eziserv Ltd. - Wisdom SystemsregionalChannel Partner/ Reseller/ DistributorEuropean distributor based in Hereford, UK. Handles closed chemical systems distribution in Europe. Contact: Tel +44 (0) 1432 358032, [email protected]
• Material World Co., Ltd.regionalChannel Partner/ Reseller/ DistributorSoutheast Asia distributor based in Nonthaburi, Thailand. Serves Thai and regional markets. Contact: ph +66 (0) 2980-9555
• Captain IndustriesregionalChannel Partner/ Reseller/ DistributorAsia distributor based in Tokyo, Japan. Contact: [email protected], ph +81 03(5674)1161
• Integrated Transfer Solutions Pty LtdregionalChannel Partner/ Reseller/ DistributorAustralia distributor based in Wantirna South, Victoria. Contact: ph +61 3 9837 5333
• Micro Matic South AfricaregionalChannel Partner/ Reseller/ DistributorSouth African operations for closed chemical systems and beverage dispensing equipment distribution in the region.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Beverage-Air: US manufacturer of commercial refrigeration including beer dispensers, kegerators, and back-bar equipment. Overlaps with Micro Matic's kegerator and underbar product lines and shares the same on-premise foodservice distribution channels.
• True Manufacturing: Large US commercial refrigeration manufacturer (reach-ins, prep tables, kegerators). Competes with Micro Matic in commercial-grade kegerator/refrigeration SKUs and has the engineering scale to extend further into glycol-cooled draft systems.
• Alfa Laval: Global supplier of heat transfer, separation, and fluid handling equipment used in brewing and beverage production. Comparable as an engineering-led, globally distributed beverage-adjacent industrial player with overlapping technology building blocks.
• Welbilt (Ali Group): Global foodservice equipment manufacturer with broad beverage-handling capabilities. As a portfolio player serving the same bar/restaurant customers, Welbilt represents the kind of broad incumbent that could expand more aggressively into beverage dispensing.
• Krones AG: Global leader in beverage processing and packaging machinery for breweries and beverage producers. Adjacent rather than direct overlap, but represents a much larger incumbent capable of integrating draft-system-level capabilities into its brewery turnkey offerings.
• GEA Group: Large industrial equipment supplier with a brewing and beverage division that supplies separation, heat exchange, and process technology to breweries. Relevant as a scale player in the broader beverage equipment ecosystem that Micro Matic's customers (breweries, beverage producers) also purchase from.
• Hoshizaki America: Major commercial refrigeration and ice-machine manufacturer with broad foodservice penetration. While not specializing in draft beer dispensing, Hoshizaki's commercial refrigeration capability, scale, and dealer network make it a credible cross-over competitor to Micro Matic's glycol power packs.

Direct peers

• Perlick Corporation: Milwaukee-based manufacturer of commercial-grade refrigeration, kegerators, and draft beer dispensing equipment for bars, restaurants, and stadiums. Directly competes with Micro Matic in Pro-Line-equivalent glycol-cooled power packs, draft towers, and underbar equipment serving the same on-premise beverage customer base.
• TapRite: Specialty manufacturer of draft beer dispensing components including keg couplers, valves, and faucets. Overlaps directly with Micro Matic's keg valve and coupler portfolio, serving the same draft-system installer and brewer channels.
• Cornelius (IMI Cornelius): Established manufacturer of beverage dispensing systems including fountain, postmix, and draft beer equipment used by foodservice operators globally. Competes directly with Micro Matic on draft dispensing hardware for bars, stadiums, and convenience-store beverage programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/micro-matic

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about micro matic