11 November 2015


The 2015 edition of Host Milano marked an important moment for Astoria: not only are we confirming the company’s consolidation under a more structured operating system; we are also taking our products to the next level.

In the last several months Astoria has been investing significant human and technical resources into its most outstanding machine, the HYbrid, which was featured in a specially designated space. It was a strong attraction for new and longstanding clients, and it also raised some eyebrows among the competition. The stand was structured so as to offer a complete panorama of the company philosophy as well as the many essences of our products; the layout helped our clients navigate between traditional equipment and more innovative products, and gave visitors a chance to test the machines in the training area. Quality in the cup could be experimented at the two bars set up inside the expo space, one of which was dedicated entirely to the HYbrid.

“The stand attracted our well-established clients, who have been collaborating with Astoria for decades, but there were also lots of new customers, from the major players in the coffee shop business to in-shop roasters,” comments Stefano Stecca, Commercial Director for Astoria. “Clients were expecting new trends in their respective sectors, and they were positively pleased by the Perla, which has been completely refurbished in its design, chassis and command panel materials, featuring a brand new touch control system and a clean look outlined by led lights. There is also the newcompact model, a real eye-catcher with its special colors. This machine is a true headliner; the former introduces a new Astoria trend that opts for a “family feeling” which is more consistent and recognizable. The electronic version of the Rapallo was also a hit with its drink selection display; and the Plus4Champions, the machine of champions, continues to attract clients with its personalized, artist signed chassis.”

The semi-final competitions for the Espresso Italiano Champion and the demonstrations in latte art by Arnon Thitiprasert, a finalist barista at the Gothenburg World Championships, were some of the most significant moments at the 2015 Host. So was the Gala evening organized by Astoria in the heart of the Milan Expo, which was an important occasion to consolidate relationships with our partners.The special event dedicated to the HYbrid also received positive feedback.

“Our next big milestone will be Shanghai,” concludes Flavio Urizzi, Export Manager / Key Accounts Manager for Astoria. “Plus4Champions will once again be the official espresso machine for the World Latte Art Championship and World Coffee in Good Spirits Championship series, which will continue to contribute to defining the standards for espresso coffee machines when it comes to reliability, the finest quality in the cup and a targeted response to the needs of the most qualified baristas. Making our machines even more appealing and performing, in order to best meet the demands of each individual barista, is one of the steps we will be focusing on in the near future”.

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