Gaggia Milano Gets A New Lease Of Life Courtesy Of Evoca

Gaggia Milano
La Reale

Many of the leading players on the European coffee scene gathered this week in Milan as Evoca Group staged a huge celebration, set against the beautiful backdrop of Palazzo Bovara, to mark the 80th anniversary of Gaggia Milano, a brand that has become a byword for Italian espresso.

Gaggia Milano
La Reale

The occasion marked the brand’s return to the centre stage of café culture: the main event was the launch of a game-changing new range of professional machines that have combined the powerful, emotive heritage of Gaggia Milano with the innovative technology that characterises the Evoca Group.

Gaggia Milano
La Giusta

The Gaggia Milano story began back in 1938, when founder Achille Gaggia  had a ‘Eureka’ moment. He invented what’s become known as the crema layer and in so doing, he revolutionised the process of the espresso making. Subsequently, the quintessentially Italian tradition of espresso coffee spread rapidly all over the world and by the ‘50s,  Gaggia professional coffee machines were being produced on an industrial scale.

Gaggia Milano
La Giusta

“The presentation of the new machines was a striking success”, EVOCA CEO Andrea Zocchi said. “We are very pleased to have had the chance to share Evoca Group’s vision for the future of the brand Gaggia Milano: this event marked the beginning of a new exciting story.”

Evoca Group acquired the license of the brand Gaggia Milano two years ago in order to reinforce its position in the Ho.Re.Ca market.  The plan was to breathe new life into the business through an appropriate investment plan, with the aim of reaffirming its historical leadership of the professional market.

This, the stage has been set for the successful return of the world-famous Gaggia Milano brand in the premium segment of the market. We have had a dedicated team working for two years to enable the renaissance of  Gaggia Milano by creating a leading edge range of professional machines, which unite  the Italian coffee tradition with the very best technological innovation the Evoca Group can offer”, Zocchi said.

Gaggia Milano
La Radiosa

 

PV’s Evoca Group archive is HERE

About the author

The Editor

Planet Vending’s Editor is Ian Reynolds-Young and it’s Ian’s unique writing talent that has made PV what it is today – the best read (red) vending blog in the world, and vending’s best read (reed). Ian ‘tripped and fell into vending’, in the capacity of PR executive, before launching a specialist agency, ‘reynoldscopy’, dedicated to the UK Vending business. The company continues to represent the interests of many of the sector’s leading brands.

‘It’s all about telling stories’, he says. ‘We want to make every visit to PV a rewarding experience. By celebrating the achievements of the UK’s operating companies, we’re on a mission to debunk the idea that vending is retailing’s poor relation.’

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