Refrigeration makers must adapt or die, warns Williams

Refrigeration manufacturers have to be flexible to service the needs of tomorrow’s customer. That’s the message from Williams Refrigeration at Hotelympia this week.

Visitors to the company’s stand have been able to see examples of the latest designs, including the Williams Wine Tower, a front-of-house wine storage solution, and its range of Grab and Go merchandisers and chillers.

Martin Laws, marketing manager of Williams, said refrigeration is changing to meet the demands of new market sectors.

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“The market is diversifying and manufacturers have to be willing to adapt,” he remarked. “It’s not just about developing new products for a global market, it’s also about tailoring standard models so that they fit the customers’ specific needs.”

Laws said Williams’ Wine Tower was a classic example of this. It keeps bottles at their optimum condition and is available in a wide array of stainless steel and metal finishes, while its full length glass sides can be opaque, tinted or illuminated, to offer all round style and clean lines.

The range of options and models, including a rotary Wine Tower, allows Williams to offer a virtual bespoke service so that the customer can have precisely the design they need.

Williams has been sharing its stand with sister company Falcon Foodservice this week. It features a centre stage coffee shop, where it’s been enticing customers with the offer of the chance to relax with a drink and a freshly-cooked snack.

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