Gruppo Cimbali recently launched its HUB in Melbourne with an inaugural event in May. Through this event, the group fully commits to supporting the growing fascination with coffee in the Oceania region.
The new hub is strategically located in Melbourne’s central business district (CBD), which has been dubbed the “Coffee Capital of The World”. This is an example of how coffee is an integral part of Australian culture, where many, for example, attribute the origins of the now ubiquitous flat white. Australians are likely to give the new hub a warm welcome.
There is no doubt about the Australian’s love of coffee, although the per capita consumption declined slightly in 2019. The majority of the country’s imports ($259m green coffee vs $156m roasted coffee in 2019) is green coffee, which is then roasted for domestic consumption.
The Italian based company believes there is no single answer for everyone, to extract the best from each coffee, so they have different setups to allow for experimentation. According to Gruppo Cimbali, “The showroom has a fully immersive area where professional baristas can intimately familiarize themselves with the machines and figure out which will most effectively suit their exploratory needs.”
Especially in Australia, coffee is viewed as a way of life, placing importance on quality, paying close attention to the origin and type of bean used, roasting, and taking the time to enjoy the outcome itself. We’re proud to be able to provide such a space to encourage experimentation and allow creativity to flourish with our machines.Millie Chan, Regional Director, Gruppo Cimbali Asia Pacific
The showroom features one area for each brand of the group where visitors can engage in operating LaCimbali, Faema, Slayer, Casadio, and Faemina, Gruppo Cimbali’s leading machines.
As the Melbourne hub put brands into the centre of attention respectively, people can expose themselves to their preferred coffee brewing machines and experience different. Appropriate for high-volume coffee production is the LaCimbali series, namely LaCimbali S15 and S30, while a manually-operated Slayer is available for those who want to specifically focus on extraction. Faema, a classic 60s machine that has modern tweaks, has the patented Smart Boiler and Perfect Grind System. It has customisable features, mainly water temperature, pressure, and extraction time, that users can set based to their liking.
Some of the biggest names in the coffee industry attended the inauguration, including Lavazza, Illy, Grinders Coffee, Toby’s Estate, Padre Coffee, and Pablo & Rusty’s.