Victoria Arduino


Simonelli Group strengthens it’s presence in the Australian market by partnering with Suntory Coffee to launch Victoria Arduino Australia and its flagship site in Melbourne.

Local Australian coffee company, Suntory who already operate as an exclusive distributor for Simonelli signed off a partnership agreement to develop the new Victoria Arduino Experience Lab in Melbourne throughout the lockdown period.

‘The Experience Lab’ is created to showcase coffee equipment to coffee shops, where they can experience and learn all the latest trends in the ever-changing sector.

Australia, the birthplace of the flat white, is a trendy place for coffee and a leader of the specialty coffee development, especially relevant in Asia and the Middle East.

This makes it an obvious playground for state-of-the-art equipment and leading coffee brands to be brought together.

Fabio Ceccarani, CEO of Simonelli Group said:

During this very circumstantial moment of global, social, and technological transformation, it becomes even more important to be close to the strategic markets.

It is crucial to rapidly assimilate the changes and offer solutions to baristas and specialty coffee chains based on advanced technology and our consolidated knowledge of the coffee world, gained through years and years of scientific research and collaboration with the principal coffee communities such as SCA and WBC.

This spreading of knowledge will allow every client to brew the best, personalised experience in the cup while optimisng the management costs.

There is a need for a new and fresh approach to the market, and together with our historical partners, it can be achieved with the adoption of digital technologies – this will raise the significance and trust between all the stakeholders.

These considerations, fully partaken with our well-known partner Suntory, a leader in the coffee industry, whom I publicly thank, have jump-started Victoria Arduino Australia.

The launch of Victoria Arduino Australia and the new Victoria Arduino lab in Melbourne marks a significant investment in the Australian market bringing the latest global equipment technology directly to the Australian specialty coffee industry.

Dean Divehall, CEO of Suntory Coffee said:

Together with the Simonelli Group we have created a state of the art lab in Melbourne where the industry can explore the latest innovations in coffee equipment.

After navigating the difficulties of launching a new business and building a new site in the midst of a Melbourne lockdown we’re excited to create a playground for the industry and a platform for the brand and innovation.

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