Wega Macchine per Caffè is airing a new commercial to mark the official launch of its new IO machine. The commercial highlights the young, funky style of the IO with a spectacular riot of colour – all to the fast, catchy beat of a dubstep song.

A contemporary urban-style loft, the perfect reflection of Wega’s Strong&Tough style, is suddenly lit up by an explosion of colour. Centre stage is none other than the new IO, a real gem of design and technology, in its three colour options – Brilliant Orange, Acid Green and Pearl White. With them is a barista who, as he puts the filter holder into each machine, causes a jet of orange, green or white to spray out, hitting three different people dressed in black: a hip hop dancer, a skater and a rocker.

No words, just images, while the key message of the commercial appears at the end, alongside the three machines and the slogan “COLOUR YOUR COFFEE”. The message couldn’t be clearer: this latest addition to the Wega range will bring style and energy to any setting, at the same time offering all the taste and quality of authentic Italian coffee.

You’ll find the video – along with IO’s own new funky webpage, plus the latest catalogue – online at

The new IO is a machine that stands out from the rest. A symbol of fashion, creativity and style, it is perfect when space is limited or consumption is lower, with 1-unit and 2-unit COMPACT models available in addition to the classic 2-unit model.


To be the best you have to go all the way, because true passion knows no obstacles. To reach your goals, you must be Strong & Tough: decisive, tenacious and faithful to your identity.

The new Wega corporate video tells this story. The perfect espresso is the destination of a long and passionate adventure, a journey of constant discovery.

Shot between Venice and the Dolomites, the video follows the travels of a young coffee lover in search of the perfect cup.

The emotions experienced on the road are a prelude to the real pleasure, because My Concept, the Wega’s top machine, is waiting for the adventurer. With its innovative functions – including the option of memorizing different preferences and activating remote control with mobile devices – can read your mind and satisfy the client’s wishes at any moment.

Espresso in 10 minutes. Strong & Tough.There is no need to add anything else, because My Concept has already conveyed its message; all it takes is a few simple moves for the barista to serve the perfect espresso.

See photos from backstage


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”.


One million visitors served, for a total of 1,280,000 cups tasted and almost 10 tons of coffee transformed into tiny sensorial masterpieces: these are the “ground” numbers for Wega machines at the Milan Expo. The innovative solutions presented by Wega Macchine per Caffè, a leading company in the production of quality professional espresso coffee machines, contributed to enriching the global showcase at the Expo. It just so happened that the event involved more than 140 countries, the same number of markets in which Wega does business. Reliability, quality result in the cup and original design have brought international recognition to the Wega brand and their idea of excellence Made in Italy.

The most revolutionary result of our company research was chosen to represent the Wega style at the Expo. The My Concept, an evolution of the company’s signature Wegaconcept machine, greeted visitors at the Italian Pavilion, the Montecarlo Pavilion and the pavilions for Mexico, Argentina, Israel, Bahrain and Angola, offering them the chance to enjoy a perfect espresso, the synthesis of Italy’s essence and international vocation.

“MyConcept is the 100% customizable machine, and it introduces some important new elements from the technology sector,” explains Paolo Nadalet, Managing Director for Wega Macchine per Caffè. “In fact, the My Concept features custom options for the skin, power logo, slide show and menu, even boasting the possibility of instantly uploading photos via USB, with the further advantage of being able to view them on several machines in different places. It can also communicate with mobile devices. All this will make the work of both users and technicians much easier. These and countless other features make the My Concept a unique, inimitable machine.”

“The theme for this Expo was perfectly in line with our industrial philosophy, which is based on technological excellence, but also on energy awareness,” continues Paolo Nadalet. “We are sure that sustainability is also good for business: Wega is actively involved in protecting the environment and has placed itself on the cutting edge of research into innovative materials and more efficient models of production and distribution. For Wega, exhalting the pleasure of espresso also means striving to raise consumer awareness and improving standards for the sector.

Our production center uses cutting edge solutions when it comes to efficiency and use of energy sources. In terms of product, this philosophy is embodied in the Greenline label that distinguishes the top of the line in the Wegaconcept range; this has evolved into MyConcept and a line of accessories to facilitate an intelligent and environmentally friendly method of maintenance for the machine and grinder/measurer.”



Two new stars are shining in the universe of top coffee baristas, and their machine of choice is the Astoria Plus4Champions. The finals of the World Latte Art Championship and World Coffee in Good Spirits Championship series took place in Gothenburg during The Nordic World of Coffee. Two new champions were crowned in their respective categories: Australian Caleb Cha and Greece’s George Koustoumpardis. The two winners took home the official machine for the two World Coffee Events championship, Astoria’s top model Plus4You TS in a special edition created especially for the event. The Plus4Champions machine from Astoria’s flagship line, in the single button version, is dedicated to the true masters of espresso. In Gothenburg it was presented in a highly original limited edition illustrated by four Italian artists.

Caleb Cha and George Koustoumpardis have respectively taken over the titles from Christian Ullrich and Matt Perger. They were able to count on the reliability of the Plus4Champions to put their skills to the test, along with other finalists who tested their mettle during two intense days of competition marked by high paced rhythms and great showmanship. Plus4Champions played a starring role at the three competition posts under the spotlights at The Nordic World of Coffee, and it also assisted the baristas at the training area and served excellent coffee at the espresso bar set up near the stage area, capturing the attention of the coffee community with its 12 fantastic custom designs: three different illustrations by each of the four artists involved in the project expressed just as many styles, in a tribute to the variety of baristas in 140 countries around the world who choose Astoria quality every day.

The original details of the Plus4Champions portrayed the essence of Astoria’s adventure in Gothenburg and featured as stars of a special live performance that animated the stage area throughout the competitions: under the eyes of the large audience that was drawn to the finals, the project gave life to a huge backdrop decorated with an homage to the city of Gothenburg, elected the world capital of specialty coffee by SCAE specifically for the occasion of The Nordic World of Coffee. The creation of another unique masterpiece assisted the enterprises of the aspiring champions: a custom version of the Sabrina – an Astoria headliner with a vintage soul and unmistakable design – meticulously decorated by the hand of the same artist.

The splendid skyline of Gothenburg brought good luck to Caleb Cha, who won the title of World Latte Art Champion and came away with a red-hot, 3 group Plus4Champions – the same machine on which he competed – decorated with this same cityscape design; meanwhile, the super talented George Koustoumpardis was rewarded by Astoria with a Plus4Champions featuring 2 groups. Congratulations to the new champions and best of luck to all contenders for the next challenge set to be held in Shanghai!


Astoria branded espresso coffee machines will be in use at the Eataly restaurants at the 2015 Expo in Milan.

Astoria is a historical Italian brand of espresso coffee machines. The name is synonymous with excellence due to a state-of-the-art industrial philosophy based on environmental preservation and maximum energy efficiency. Now it will contribute to highlighting the excellence of Made in Italy agribusiness by offering visitors to the Expo all the quality and taste of authentic espresso coffee.

Keeping in line with the theme for the event, “Feed the Planet, Energy for Life”, Astoria will come to the Milan Expo with the Plus4You coffee machine, the top of the range and headline model from their “Green Line”. This machine features revolutionary technology that uses separate boilers for each individual brew group and a system that memorizes consumption, allowing for certified energy savings of 47.6% in standby mode and 30% while in use. At the same time maximum performance, flexibility and consistent quality in the cup are guaranteed.

“The World Expo in Milan is an extremely important date with history and on a strategic level it’s a once-in-a-lifetime opportunity to stimulate exposure, with more than 20 million people expected to attend from all over the world” says Federico Gallia, Sole Administrator for Ryoma and President of Astoria’s Board of Directors. “We are proud to be able to participate in association with Eataly, the prestigious brand of Italian wine and food excellence which, like Astoria, aims to create a system of production, marketing and distribution that is responsible and eco-sustainable.

Astoria’s “green philosophy” and the commitment to research have also been put into action with the strategic partnership undertaken with the University of Gastronomic Sciences in Pollenzo. The dual scientific and ethical purpose of this collaboration is to improve the sensory experience and promote a more moral management of resources.

In fact, Astoria promotes the Slow Coffee Experience, which unites the sensory experience of coffee tasting with respect for biodiversity and sustainability. Particular attention is focused on water, which is a fundamental element for excellent coffee, as well as selected high quality coffees from Slow Food approved coffee sources and small, scrupulously traditional producers, thus enhancing the value of these enterprises and helping them to survive.


Astoria continues its journey towards the finals in the World Latte Art and World Coffee in Good Spirits championships.

After launching the video-teaser “Are you ready for the challenge?”, Astoria has chosen a new shining star for the second chapter in the #RoadToGothenburg series: the Plus4You, the official espresso machine to be used for the championship finals in Gothenburg scheduled from June 16th to the 18th, 2015.

“The making of Plus4You” enters into the heart of the production factory in Susegana to shine a spotlight on this energy-saving flagship machine, the pride and joy of its collection.

The video provides an inside look at the making of the competition model Plus4You, dedicated to world specialists in latte art and coffee drinks.

More at:


Gothenburg, June 16-18, 2015: a date that marks a finish line and at the same time a new beginning for Astoria, a leader in the production of high-quality professional espresso coffee machines. The company based in Susegana, Italy, will experience a significant validation of its commitment to promoting the culture of coffee and the professionalism of baristi throughout the world at The Nordic World of Coffee, an event which will host the World Latte Art and World Coffee in Good Spirits championships produced by World Coffee Events.

Plus4You TS, the Astoria flagship, will be the official machine of the two events. The combination of superior technology, provided by the top-of-the-line Astoria machine, and the unique personalities of the best baristi in the world will guarantee an impressive spectacle. It is a special alchemy, as stated in the communication campaign for the events: “We bring our expertise; you bring your style.” With separate boilers for each brewing group and certified energy savings of up to 47.6 percent, the Green Line machine represents the cutting edge of Astoria research and the perfect testing ground for the most accomplished espresso artists.

The WLAC and WCIGS championships mark the culmination of a long journey of excellence that aims to translate passion for the best Italian espresso into technology. In this sense, the road to Gothenburg began many years ago in the heart of the company from Susegana. At The Nordic World of Coffee, Astoria will celebrate an important stage in this journey with the unveiling of a special version of Plus4You for baristi. The competition version of Plus4You will boast a number of features designed to support the champions who will compete against each other in latte art and signature drinks: a broad tribute to the art of coffee that goes beyond technology to touch upon the dreams and ideas associated with coffee.

Astoria will narrate the stages of this exciting journey through the #RoadToGothenburg project, using words and images to document the work of the special Plus4You team and the phases in the development of the machine leading up to the competitions scheduled for June 16 to 18 in Sweden. The project provides a closer look at a story of Italian excellence, animated by a taste for innovation and passion for the challenge. The journey starts with the video “Are you ready for the challenge?”, an overview of the faces and personalities of those who contribute to the strength and success of the company every day. The launch of the teaser also coincides with the introduction of the #RoadToGothenburg section of the website: special content, identified with the same hashtag, will be added regularly in the run-up to the World Latte Art and World Coffee in Good Spirits championships.

Are you ready for the challenge?

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Astoria official sponsor of World Latte Art and World Coffee in Good Spirits Championships

Astoria will be the official sponsor of World Latte Art and World Coffee in Good Spirits. Plus4You, Astoria’s top-of-the-line machine, will be the official coffee machine of the two events produced by World Coffee Events, whose world championships will take place in Göteborg, Sweden, at World of Coffee 2015.

Organized by World Coffee Events (WCE) – established by the Speciality Coffee Association of Europe (SCAE) and Specialty Coffee Association of America (SCAA) to promote events connected with the coffee community – the World Latte Art and World Coffee in Good Spirits championships represent a special challenge for baristi: translating the art of coffee into an authentic artistic expression in which technique and originality, skill and creativity, coexist in perfect balance. Like that of milk + coffee, and coffee + drink, when the knowledge of the professional and the best technology work together to create an inspired combination.

“We are extremely proud that World Coffee Events has chosen to rely on Astoria technology to ensure a high technical standard for these two competitions,” said Stefano Stecca, Astoria Commercial Director. “Astoria has always worked to promote the professionalism of baristi and embraces at the highest level the mission of World Coffee Events, to spread the culture of specialty coffee by rewarding technical excellence and skill throughout the world.”

“Plus4You, which ensures consistent quality, perfect taste, and excellent crema and body, is the right espresso machine to provide added value to the preeminent professional latte art championship,” commented Flavio Urizzi, Astoria Export Manager / Key Accounts Manager. “Our flagship machine combines technical precision and style, and its versatility makes it the ideal testing ground for the World Latte Art and World Coffee in Good Spirits participants.”

A symbol of technical excellence and Astoria’s green philosophy, Plus4You is the top model in the Green Line, a revolutionary series of energy-efficient espresso machines that provide certified energy savings of 47.6% in standby mode and 30% during operation, thanks to a separate boiler for every brew group and a system that memorizes consumption. Representing the cutting edge of Astoria’s research into technologies with low environmental impact, the new Plus4YouTS features a capacitive touch screen of the latest generation.

“For us, the partnership with World Coffee Events represents an important investment in the future. It’s not just an opportunity to promote ourselves in a prestigious international setting, but also an opportunity to meet baristi from around the world,” said Stecca. “For this occasion, we created a dedicated team to support the baristi involved in the various national finals, with the aim of continued evolution toward excellence.”


About World Coffee Events

The World Coffee Events’ mission is to develop events that engage the specialty coffee community and promote coffee excellence. Founded in 2011 by joint cooperation of the Speciality Coffee Associations of Europe and America, World Coffee Events is the premier producer of events for the coffee community and licenses national championships in more than 60 countries involving thousands of participants worldwide. For more information, visit our website at


Welcome to the product world of Wega

Wega Macchine per Caffè is renewing its line of catalogues for their range of professional espresso coffee machines and branded accessory products.

Keeping in line with the brand’s new coordinated image, the catalogues develop the concept WELCOME TO THE WORLD OF WEGA, redefining the product information contained therein to portray the label’s unmistakable personality and help improve consultation. The new graphic is essential and has a high impact, revealing an urban style that can best sum up the wide array of solutions offered by Wega and the international aspect of the brand, which is present in 130 countries around the world.

This restyling enhances the top products and highlights the new entries in the range, bringing together a focus on appealing and modern shapes, the highest technical performance and a green attitude against a complete background, developed to guide businesses in their choice of the perfect Wega product.

By diving into the product world of Wega, in the paper or digital version, you can admire the exclusive finishing on the new Polaris, which has been at the center of a surprising restyling that plays on an aerodynamic and futuristic shape with emphasis on a particular led light display on the side panel. Furthermore, you can study the range of solutions offered by Wega for the intelligent and ecological care and maintenance of your own professional machine and grinder/measurer, with products from the Optimum Coffee Treatment line.

Wega catalogues can be consulted and downloaded in PDF format from the company’s official website at

Wonderful Extraction. Great Atmosphere. Wega means great Italian technology in the service of espresso, but it is also a unique way to experience and interpret coffee. Because the true coffee experience is a question of style as well.

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