The D8 Road Tour kicks off from Athens and Cape Town
ENGLISH
THE ORIGINS OF THE FUTURE
Insights from WOC Copenhagen
3
EDITORIAL
4 PRODUCT PREVIEW
Carlo de Sordi
Chief Executive Officer
COFFEE & CLOUD
Chasing the data-driven perfect cup
YOUR COFFEE MACHINE AT YOUR FINGERTIPS
Set up and monitor the D8 with My Sanremo
12 EVENTS & EXHIBITIONS
MICE / MELBOURNE
Blending cutting-edge tech and visual art
The sound of Sanremo
WOC / COPENHAGEN
The origins of the Future
ATHENS COFFEE FESTIVAL
Game on: the D8 Road Tour
debuts in Athens
Talent powered by technology
BARCELONA COFFEE AWARDS
¡ A todo café !
THE NETHERLANDS
Capriole Coffee and Haagse Nieuwe Horeca
Dynamic duo in The Hague’s coffee scene
Elevate Coffee Lab
A slow journey into rare brews
Brute Bonen Espressobar
Coffee with a vision
The Usual hotel
A greener way to stay
SAUDI ARABIA
Advanced customer experience
EGYPT
A new destination for coffee lovers: Sanremo’s showroom opens in Cairo
Bold flavors and creative moments at Caféx 2024
58 WORLDWIDE
UNITED ARAB EMIRATES
Passion brewed: Sulaiman’s coffee journey
A 5 star coffee experience
HONG KONG
A puzzling challenge
JAPAN
Latte Art face-off in Tokyo
AUSTRALIA
In the heart of the Australian coffee scene: the new showroom opens in Melbourne
RUSSIA
Elevator
Taking the coffee experience to new heights
Mydosa coffee
My daily dose of flavor
VIETNAM
80+ Coffee Roastery
A taste of serenity
USA
Blue Dove Coffee
Crafting perfection, one cup at a time
Good news, good brew
Coffee and gospel
EL SALVADOR
Empowering excellence
UNITED KINGDOM
Fit for a king
68 BEYOND THE MACHINE
70 SANREMO STYLE
78 SOCIAL COMMUNITY
TALK BREW WITH STEW
Stewart Johnson, Sanremo UK Sales director
MACHINES WITH SOUL
Adaptable beauty and style
INSTAGRAM COMMUNITY
A photo roundup of our latest adventures from around the world
Nature inspires us, Performance defines us.
17 _ 10 _ 2025
EDITORIAL
As 2024 comes to a close, we look back with immense pride at the achievements of this year.
At the heart of this pride is the D8 machine. Introduced at Host 2023, it entered production in early 2024, and the market’s response has been overwhelmingly positive. The numbers speak for themselves, confirming that this product is a major success for our company.
Where does this success come from?
The first reason is tied to a story shared with me by a dear friend during a phone call from London. While dining at a prestigious restaurant, he praised the chef for the meal but jokingly commented on the quality of the coffee. Amid the laughter, when he mentioned the Sanremo name, the chef said: "If only I could have a Sanremo machine—it would be a dream! But it’s an elite product, and with the amount of coffee I serve in my restaurant, it’s simply not feasible.”
Those words were a revelation. They sparked the process that eventually led to the creation of the D8. They encapsulated our vision: to create a product with the elegance of highend machines, yet simple and accessible. Everyone should have tools that not only serve them well but also represent their style—something they can take pride in.
The second reason stems from an intuition and a sudden change in direction. Our initial product plan was focused on the high-end segment—a relatively new market with growth potential—while the entry-level segment had long been considered saturated. At that time, we were completing the development of a revolutionary high-performance machine, with a functional prototype showcased at Host 2019. Then came Covid, followed by market fluctuations whose effects are still felt today. This reshuffled the deck entirely. Our insight was to shift focus to a revolutionary product in the entry-level segment, defying market trends and customer expectations. This was somewhat at odds with our history, which had been defined by success in the high-end market.
The D8 wasn’t just about dressing a single-boiler machine to look like a top-tier specialty coffee machine. It was about creating something truly new—designed for efficiency and sustainability. A machine that adapts to each customer’s unique needs, maximizing their investment.
Just as we did in 2013 with the Opera, we took another bold leap. This aligns perfectly with our mission: to give coffee enthusiasts the best tools to fully express their passion and potential. Our dream is for anyone to own their Sanremo machine—a product they can interact with joyfully, fostering a sense of well-being that extends to the end customer, who seeks moments of pleasure and refreshment in their coffee experience.
But the real reason for the D8’s success is you. It’s the people who make up this company, our distributors, our customers—all of you reading this.
Each of you responded with trust, dedication, and a willingness to embrace a bold change in our product strategy. Thanks to this group effort, we developed a complex and innovative platform in less than a year.
I am incredibly proud to lead this company, and I owe so much to everyone involved. This is a heartfelt, sincere, and public thank you.
Finally, I’d like to make a promise: there’s more to come. Host 2025 will be another pivotal moment for Sanremo Coffee Machines. It will bring revolutionary new products and a transformation of our visual identity as we evolve from a "community" to a "TRIBE."
Stay connected—not only for the strength we can achieve together but also for the events we have planned, like the D8CUP.
I leave you with the hope that 2025 will be a year of peace and good health, allowing everyone to achieve their goals and to keep dreaming.
Carlo de Sordi
COFFEE & CLOUD: CHASING THE DATA-DRIVEN PERFECT CUP
A
glimpse into the future with Marco De Gregorio, IoT Project Manager, and Gianluca Vecchione, COO for Sanremo
From the very beginning, the D8 project was conceived with the goal of creating an agile, dynamic, advanced, and flexible tool designed to meet the needs of various users. Above all, it was envisioned as a platform capable of adapting and evolving – open to new possibilities and ready for the future.
The integration of the Internet of Things (IoT) has not only reaffirmed this vision, but has also enhanced its potential.
As Gianluca Vecchione puts it, "It's a facilitator of change, a door wide open to the changes towards which the world is heading."
One key element remains unchanged with respect to the past: it has been developed based on input from customers and partners, and is primarily intended to be useful to its end users.
Join us as we explore the possibilities that it offers with Gianluca Vecchione and Marco De Gregorio
The SanremoCloud provides for fast, simple, and comprehensive remote machine management
What are the possibilities offered by the SanremoCloud?
The system adapts seamlessly to the user: through an intuitive interface, it provides specific functions, dashboards, and metrics based on the profile of whoever is logged in. In fact, we've created various user profiles with customised permissions
Using the cloud platform and the dedicated app, a barista can adjust temperatures, modify recipes, and monitor machine operations in real time, from any location. Managers can even access detailed statistics and streamline operations for entire chains of venues by synchronising settings and recipes across all the connected machines.
In terms of technical support, remote diagnostics are now possible: technicians can identify anomalies directly from their monitors and plan targeted interventions, or even resolve problems without ever leaving the office.
This significantly improves efficiency and reduces downtime, as any faults identified can be quickly diagnosed and addressed. The commands sent via the cloud are activated on the machine in real time
Moreover, all these functionalities are managed in full compliance with the current privacy regulations. ••• Open a Ticket ! Contact technical support immediately to resolve any issues
Is it an innovation reserved exclusively for tech enthusiasts?
Not at all. In fact, it's very easy to use. All the information is organised into intuitive thematic areas, the data are presented in clear, understandable graphs, and the technical alerts are graphically highlighted for clarity.
It's an innovation that's meant to serve anyone looking for different ways to enhance their services. For example, the remote on/off function helps reduce energy consumption. In addition, by analysing the extraction data, users can quickly identify areas for improvement, in order to ensure excellent coffee with minimal waste.
How does it improve the work flow behind the counter?
Modify machine parameters instantly via remote access
It simplifies and accelerates various stages of the work activities. For instance, it streamlines communication with technical support, and allows the machines to be updated remotely via the portal thanks to the OTA (over-the-air) updates Users can also modify parameters or change recipes on multiple machines from a single point, eliminating unnecessary travel.
Set the temperatures, doses, pre-infusion, purging, lighting, cup warmers, standby, and more !
It also enhances creativity. How so? Developing a recipe normally requires numerous manual tests and trials to be performed. With Sanremo Cloud, however, you can set everything up via the app or a web browser, send the recipe, and sample the result immediately.
The strengths of the SanremoCloud
COMPLETENESS
Allows for comprehensive remote machine management.
SIMPLICITY
Presents information through clean, intuitive graphics.
EFFICIENCY
Ensures rapid data exchange between machines and the cloud within seconds.
MODULARITY
Adapts to the user's needs and preferences.
SCALABILITY
Ready to integrate with new Sanremo products and services.
FLEXIBILITY
Features APIs for integration with other platforms (cloud and BI systems, etc.)
What's the ideal context for using the SanremoCloud?
It's particularly beneficial for managing multiple coffee shops or roasteries. It allows you to organise your workflow, analyse and compare the performance levels of different establishments, and pinpoint areas where specific training is needed or where service can be optimised. It also helps you identify and celebrate your best baristas. The same recipe can be replicated across all the machines in a single chain, ensuring consistent and distinctive quality levels among all the outlets.
Ambitious baristas can use it as a personal trainer. In fact, by analysing the machine's usage data, they can identify areas for improvement and refine their skills From a technical and commercial standpoint. For example, it can highlight time slots where service efficiency needs attention, or where marketing initiatives might lead to improvements. The potential applications are limitless – it all depends on how users choose to harness them.
Is the project finished, or are there already new features in development?
The SanremoCloud is an open, modular, and scalable system that evolves alongside the business needs and feedback from its users The next step will likely involve making this technology available on additional Sanremo models. By integrating AI and leveraging Big Data, the future could see the system analysing global machine performance and consumer preferences. This could allow for the creation of "ideal" recipes tailored to specific blends, venue types, and regional preferences.
THE CUSTOMER
(roasters, dealers, chain shops) can:
Gain insights into how end users operate the machines (e.g. recipes, workload, etc.).
Monitor the number of coffees produced by the machine.
Analyse daily, weekly or monthly usage.
Receive alarms and tips, submit service requests.
Receive special offers.
Provide better, faster, and more effective customer service.
THE END USER
(baristas, catering professionals, etc.) can:
Set various machine parameters (e.g. recipes, temperatures, auto shut-off, etc.).
Monitor the number of coffees produced by the machine.
Receive alarms and tips, submit service requests.
Receive special offers.
Enjoy faster and more personalised customer service.
Customisable functions for every user
THE TECHNICAL SUPPORT SERVICE can:
Configure all the machine parameters remotely (e.g. recipes, temperatures, optional features, etc.).
Read the available counters. Receive alarms and service requests.
Provide faster and more effective on-site and remote support.
YOUR COFFEE MACHINE AT YOUR FINGERTIPS
The power and versatility of the SanremoCloud are always within reach, thanks to the dedicated mobile app.
"With the same simplicity and immediacy as the web version, My Sanremo offers quick access to information and configurations for all machines connected to the Cloud. But the real advantage is the freedom to do these things from any location," explains Marco De Gregorio, IoT Project Manager for Sanremo
With My Sanremo, you can configure your D8 machine and monitor its performance any time, anywhere
•••
A practical example? You can switch on your D8 while heading to the bar or turn it off from the comfort of your own home (if you forgot to do so at closing time). "In addition, thanks to the possibility of monitoring the machine's temperature at any time, we have debunked the myth that prolonged shut-downs have a negative impact on the next heating cycle," Marco adds.
Need assistance? The app simplifies this too, with a direct link for opening technical support tickets.
And that’s not all: it will soon also include video tutorials on the D8 and other Sanremo models, making it even more comprehensive. The app is a living and evolving project, which will be continuously shaped by user feedback to ensure its performance evolves alongside their needs.
A tool that grows alongside the users' needs
BLENDING CUTTING-EDGE TECH AND VISUAL ART
MICE MELBOURNE
12 – 14 May 2024
There's an undisputed reference point for coffee professionals and trendsetters in Australia: the Melbourne International Coffee Expo
From May 12th to 14th 2024, the coffee community from Australia and the entire Asia Pacific region gathered at the Melbourne Convention and Exhibition Centre to explore the latest innovations and seek out new inspiration
Nearly 11,000 people attended MICE 2024, reaffirming its essential role in the coffee industry
In addition to the versatility of the D8, the Cube's design also stole the spotlight at MICE, thanks to a partnership with gifted Australian artist Mikey Freedom
During the expo, Mikey hand-painted a Sanremo Cube, drawing visitors' attention with his dynamic mix of colours, shapes, and designs. The outcome was a genuine masterpiece, now proudly displayed in Sanremo's new showroom in Melbourne.
It was at this event that Sanremo introduced the D8 to the Australian market for the first time. The public's response was extraordinary: baristas and coffee shop owners were captivated by this single-boiler machine and its groundbreaking functions.
Through live demonstrations and dedicated technical sessions, local professionals experienced first-hand how this new model addresses the changing needs of today’s market in an innovative way
••• Artist Mikey Freedom transformed a Sanremo CUBE into a unique work of art
"MICE 2024 was a great success," says Sofia Calabrisello, marketing manager for Sanremo Australia. "We're ready to continue exploring new territories in the coffee world, proposing technological innovations while at the same time celebrating creativity and craftsmanship."
THE SOUND OF SANREMO
Sanremo Australia surprises again, creating a partnership that transcends the boundaries of espresso and forges new bonds between art and coffee.
Introducing the first "Sanremo EP": a unique project uniting musicians, visual artists, and the Australian coffee community to support the local art scene.
To bring this vision to life, the Sanremo Australia team partnered with Mark Crotti, the creative force behind "Breakfast Shirts"
The Sanremo EP features five tracks spanning various genres, all composed by Australian musicians to serve as background music for coffee-related social content.
The cover art, on the other hand, was designed by visual artist Mikey Freedom.
Already available on Spotify, the Sanremo EP provides a vibrant soundtrack for use on social media by coffee roasters, brands, shops, and influencers, adding a touch of energy and originality to their Instagram and TikTok posts.
Numerous coffee shops across Australia are already amplifying local talent by playing the Sanremo EP at their venues.
"Grab a cup of coffee, put on the 'Sanremo EP', and join us in celebrating local talent!" says Sofia Calabrisello of Sanremo Australia.
THE ORIGINS OF THE FUTURE
WOC COPENHAGEN
27 – 29 June 2024
The World of Coffee 2024 reaffirmed its status as a pivotal event for an ever-evolving industry. It not only celebrated technological advancements, but also reiterated the importance of sustainability and strengthened ties throughout the coffee supply chain
"One of the most fascinating trends at WOC was the increasing focus on post-harvest innovations in plantations," notes Miguel Botero, sales manager for Sanremo's Danish partner.
Producers are increasingly adopting experimental fermentation methods that influence the acidity, body, and sweetness of the coffee, thus turning plantations into hubs of innovation. These processes create products with unique profiles, offering consumers unprecedented sensory experiences.
"This evolution improves the quality of the raw materials at their origins, and transforms how the coffee is produced and perceived," explains Miguel. "On one hand, innovative producers manage to capture a greater share of the economic value. On the other hand, discerning consumers now seek out specific farmers and plantations known for their experimental practices, beyond just focusing on preferred brands or roasters."
Improving the quality of coffee at its origins, offering unprecedented sensory experiences
The Copenhagen event also spotlighted several technological advancements in the area of coffee preparation.
Sanremo unveiled its D8, a machine that blends cutting-edge technology with features designed to simplify the barista's workflow, thus enhancing the daily experience of coffee professionals.
Significant attention was also paid to design, not only in terms of technical equipment, but also accessories, cups, and other details that contribute to a truly memorable coffee experience.
Spotlight on design and technological developments designed to simplify the daily user experience
•••
Innovation, transparency, sustainability, and equity: the foundations for progress
Another key theme of the WOC was the vital importance of fostering direct relationships across all levels of the supply chain "These ties are not only advantageous for business, but also for producer communities," says Francesco Impallomeni, head roaster and Sanremo partner. "They encourage transparency and traceability, while at the same time ensuring fairness and superior quality."
Francesco and Miguel agree that the future of the coffee sector rests on four essential pillars: process innovation, supply chain transparency, climate sustainability (through practices such as agroforestry and regenerative agriculture), and respect for coffee origins. "Consumers aren't just seeking unique flavour profiles; they want a genuine connection to the stories and values behind each cup."
GAME ON: THE D8 ROAD TOUR DEBUTS IN ATHENS
ATHENS COFFEE FESTIVAL 28 – 30 SEPTEMBER 2024
The 2024 edition of the Athens Coffee Festival was held from 28-30 September at Technopolis, Athens' most important cultural venue. The event brought together over 120 brands and more than 22,000 coffee enthusiasts, baristas, and professionals, for a celebration of Greece's rich coffee culture.
Among the numerous attractions, several exciting competitions were held. These included the 2024 Panhellenic Championships, organised by SCA Greece, where both seasoned and emerging baristas showcased their talents.
This year, Festival attendees were also met with a surprise: the Sanremo booth was transformed into a vibrant hub of coffee innovation, dedicated to the European launch of the D8
Visitors enjoyed a variety of coffee tastings prepared with the latest Sanremo model, made possible through partnerships with top local roasters.
Over 50 companies also tested their blends on this ground-breaking single-boiler platform designed to deliver an intuitive user experience from the very first interaction.
•••
ACF was the inaugural stop on a tour that will span every continent to allow professionals to test the new D8 model
"Like in a game of chess, the players (or rather the baristas and roasters) were given the chance to make the "winning move" using the D8," explained Stefania Kouzeli from the Sanremo marketing team in Greece
"This model brought big smiles to all the professionals who tried it and saw the excellent results in their cups."
TALENT POWERED BY TECHNOLOGY
The D8 Road Tour travels the world to test bartenders' precision with the revolutionary SanremoCloud
Is it possible to measure quality in the cup objectively?
This question will be answered by the exciting and futuristic D8 Cup: a global competition that challenges baristas worldwide to showcase their technique and precision.
Created to accompany the international launch of the single-boiler D8 machine, the road tour has already visited the coffee communities of Athens and Cape Town. In 2025, the tour will expand to new cities, engaging even more coffee professionals.
The debut event was held last September at the Athens Coffee Festival, where 43 baristas tested their skills with the powerful combination of the X-One coffee grinder and the D8 machine. After a brief training session to better understand the functions of both models, each participant crafted their own recipe.
The baristas were then required to replicate their recipes 5 consecutive times, without using any timers or scales, relying solely on their own expertise and technical finesse.
The SanremoCloud system served as the strict and impartial judge of the competition, monitoring machine parameters in real time and comparing the data collected with each contestant's original recipe to evaluate consistency and accuracy, even under pressure.
After two intense rounds, six finalists were selected for the final showdown. Triumphing in the competition was Chris Douvas, former Hellenic Latte Art Champion in 2019 and 2020, who achieved an average score of 92.6%.
Following the success of the Athens leg, the D8 Road Tour made its way to Cape Town on 6 December, at The African School of Coffee. The winner here, Paddington Chivare, earned an even higher average score of 94.4%. Each event represented something more than a simple competition: it was a time of discovery and inspiration. An opportunity to exchange ideas about the future of coffee and to explore how emerging technologies can enhance human talent.
¡ A CAFÉTODO !
BARCELONA COFFEE AWARDS
18 – 20 OCTOBER 2024
Hosted at Nau Bostik, the event doubling its attendance with respect to 2023
For 3 days, from 18 to 20 October, Barcelona became the capital of European coffee lovers. More than 50 coffee roasters from 12 countries, numerous exhibitors, and thousands of "apasionados" gathered in the Sant Andreu district to attend the Barcelona Coffee Awards.
The third edition of this Spanish event stood out for its originality. The organisers curated a programme packed with inspirational talks, blind tastings, and workshops, alongside tattoo, manicure, and massage sessions, offering a fully immersive sensory experience.
Sanremo Iberia not only took part as an exhibitor, but also as a sponsor and partner of the 2024 Spanish Latte Art Championship, organised by the SCA
And, like the perfect froth atop a cappuccino, the event was capped off with the victory of a Sanremo partner: Junzhi Liu, barista at Brew Coffee, triumphed in a thrilling finale.
An impressive finish for Junzhi Liu, winner of the Spanish Latte Art Championship
Having witnessed the competition, Javier López, country manager for Sanremo Iberia, exclaimed: "The atmosphere was incredible! The entire Sanremo team was thrilled to see Liu claim the national title after showcasing his mastery with the Café Racer."
"I'm really happy about the SCA's return to Spain," Liu said, enthusiastically. "I feel honoured to be part of this incredible journey. Competing in the latte art championship was an amazing experience. This victory is just the beginning, and I'll continue striving to represent Spain on the world stage with pride."
DYNAMIC DUO IN THE HAGUE’S COFFEE SCENE
In the competitive and ever-evolving coffee industry, successful projects often emerge from long journeys based on trust, collaboration, and a shared vision. One example is the partnership between Sanremo Nederland and Capriole Coffee roasting company, which in recent years has opened the doors to numerous strategic opportunities
It all began with Capriole Coffee’s first location: a café-restaurant developed with Sanremo’s support, which has now become a major destination among coffee enthusiasts in the Netherlands.
The "Capriole Café" in The Hague also became a high-impact showcase for Sanremo products, enabling further partnerships within the HoReCa sector.
One of the most notable is that with the restaurant chain Haagse Nieuwe Horeca Groep
The journey began six years ago with the opening of the "Gastropub van Kinsbergen," equipped with a Sanremo Verona RS.
This milestone served as a springboard, leading to the launch of a second venue, "Bar Bea," featuring a Sanremo Café Racer. This model's bold design and excellent performance were perfectly in line with the venue’s modern and dynamic philosophy.
The latest addition to the Haagse Nieuwe family is "L’Amour Toujours": a bistro-café with an innovative and playful spirit, a futuristic layout, and eclectic menus.
Once again, collaboration with Sanremo Nederland and Capriole Coffee played a pivotal role, starting from the early design stages. For this venue, a custom Café Racer was created in order to perfectly complement and enhance the shop's unique aesthetic design
6 years, 3 new venues: when a partnership turns into a winning synergy
"You have to admit, this is one of the most charming environments you’ve ever seen!" says Maarten Meijer, sales manager for Sanremo Nederland.
Meanwhile, his team, Capriole Coffee, and Haagse Nieuwe Horeca Groep are already collaborating on their next project, and we're eager to see the outcome.
A SLOW JOURNEY INTO RARE BREWS
Sip with care: Elevate Coffee Lab explores and experiments with unique coffees, inviting guests to savour them at a leisurely pace
Located in Amsterdam, Elevate Coffee Lab is a place where time seems to slow down. The "coffee lab" concept is truly embodied here, as customers are guided through the discovery of rare coffee varieties and the exploration of innovative preparation techniques.
As owner Ahmad Alshikh explains: "The café caters to anyone who wants to enjoy exceptional coffees at a relaxed pace — whether professionals, enthusiasts, or simply curious individuals. We'll soon be inaugurating a room dedicated to cupping, offering everyone the chance to refine their skills."
"Not only that," Ahmed adds, "we'll also be organising events with roasters and experts to promote coffee culture in the Netherlands."
The menu perfectly reflects the café's philosophy, featuring 7 types of coffee, 3 of which are competition quality. All the filter coffees are naturally brewed by hand. Last December, Elevate Coffee Lab also launched 5 signature drinks, combining coffee and alcohol in a creative and original way
In their daily operations, the baristas rely on various Sanremo tools, but their favourite is the X-One grinder: "With its efficiency and reliability, it’s the best a barista could ask for!" In addition to meticulous attention to detail, sustainability is another cornerstone of Elevate Coffee Lab's philosophy. Every decision is made with environmental impact in mind, from using Milk Mate to minimise milk waste, to sourcing coffee through fair trade or direct trade partnerships.
COFFEE WITH A VISION
In The Hague’s Binckhorst district, the Brute Bonen Espressobar offers stunning views of the Trekvliet canal, delicious food, and exceptional, eco-conscious coffee.
Born as an extension of the Brute Bonen roastery, the café attracts local food enthusiasts and loyal fans of its signature blends.
In addition to serving breakfasts and light lunches, the espresso bar also hosts live music events and workshops dedicated to coffee extraction and roasting, allowing customers to fully immerse themselves in the world of specialty coffee.
Sustainability is a fundamental pillar of Brute Bonen's philosophy. In fact, all their coffees are grown in agroforestry plantations
"This approach protects the environment, supports farmers, and improves the quality of the product," explains owner Jop Bröcker. "Better soil, greater biodiversity, fewer pesticides, and lower water consumption are just some of the benefits of growing coffee in the forest."
At Brute Bonen, every cup of coffee is not only exceptional. It's also more sustainable. Moreover, whenever possible, the café uses organic ingredients sourced from local farmers, bakers, beekeepers, and other producers
"Sanremo supported us from the very beginning of this project," Jop recalls. "The Dutch team assisted in designing the café's layout, put us in contact with other local suppliers, and provided outstanding technical support for our espresso machine."
In fact, the bartenders at Brute Bonen use a Café Racer Renegade. It’s impossible not to notice it upon entering the shop: in addition to offering exceptional performance, this machine also makes a true aesthetic statement.
Brute Bonen offers coffee grown in agroforestry systems and organic ingredients, aiming to make the world a little greener
A GREENER WAY TO STAY
The Usual is a design hotel brand with an unconventional philosophy. At its two properties in Rotterdam and Brussels, the entire team is committed to reducing environmental impact without compromising on quality hospitality.
Emphasising sustainability and community, The Usual offers guests a unique, smart, and eco-conscious experience
Two design hotels with a green soul: The Usual hotel chain aims to reduce environmental impacts
The highlight of the Rotterdam hotel is its bar, "The U." Celebrating the very best regional cuisine, the venue features seasonal dishes made with local ingredients and an extensive selection of drinks, including fair-chain coffee from Moyee Coffee roasting company
The most enticing menu item is the irresistible Pumpkin Spice Latte, delivering a burst of flavour and seasonal warmth.
"Sanremo Nederland proved to be an invaluable consultant for the creation of the hotel," explains Michael Eman, F&B development manager at The Usual. "Their flexibility and adaptability were key in meeting the structure’s unique needs. In close collaboration with Moyee Coffee, they consistently strive for the highest possible quality, enabling us to offer our guests exceptional coffees, further elevating their stay."
The U Bar features local ingredients, seasonal recipes, and a coffee experience curated by Moyee Coffee, together with Sanremo
van der Sar
17 _ 10 _ 2025
ADVANCED CUSTOMER EXPERIENCE
Sanremo Saudi revolutionises the Customer Experience with AI and 3D Graphics
By combining technological advancements with a spirit of innovation, Sanremo Saudi has transformed the customer experience for its local partners.
The journey began with a ground-breaking evolution in terms of customer care. In fact, for several months, Sanremo Saudi has been developing and deploying an AI-powered customer care tool.
Accessible via smartphone chat, this tool not only responds to customer inquiries, but also streamlines the process of opening maintenance tickets with remarkable accuracy.
Featuring the ability to analyse the sentiment, or emotional tone, of the person chatting with it, the Sanremo Saudi virtual assistant adapts its answers accordingly, creating a personalised and flexible experience that closely resembles an actual human interaction.
Sanremo Saudi has also further developed its website with the creation of a virtual showroom dedicated to Sanremo coffee machines. Through an immersive 3D journey, customers can explore the features of the various models in an in-depth and immersive manner, either on their own or guided by the Riyadh sales team.
A NEW DESTINATION FOR COFFEE LOVERS
•••
Sanremo unveils a new space in Egypt, celebrating design, taste, passion, and unity
Sanremo has opened its first showroom in Egypt, located in the heart of Cairo. The space is designed to serve as a hub for coffee professionals and enthusiasts, offering an immersive and engaging experience.
Inside the showroom, visitors can explore a wide range of Sanremo machines, designed to meet the needs of any coffee establishment, from the most contemporary to the most traditional. Each model is displayed in such a way as to allow professionals to identify the perfect solutions to meet their venues' requirements, with guidance from the Sanremo team.
But the experience goes beyond technology: the showroom is also meant to celebrate coffee culture. Visitors can take part in interactive demonstrations, attend workshops led by industry experts, and savour premium quality artisanal coffee.
With its sophisticated design and vibrant ambiance, the Sanremo showroom invites guests to immerse themselves in the art of coffee, bringing innovation, education, and passion together, all in one place.
BOLD FLAVORS AND CREATIVE MOMENTS
Sanremo at Caféx 2024,
24 – 26 April in Cairo
Last April, Cairo hosted the ninth edition of "Caféx: the Ultimate Hospitality Expo," the premier event for Egypt’s hospitality and food service industries.
The 10th edition of Caféx drew 15,000 visitors and 119 exhibitors representing the full spectrum of the hospitality industry
Among the 119 exhibitors present and the wide array of offerings, the Sanremo booth captivated the event's attendees with an engaging and multi-sensory experience. Visitors were invited to savour intense aromas, sample a variety of coffee drinks, and explore the cutting-edge innovations offered by Sanremo machines.
Various interactive displays allowed guests to immerse themselves in the science of coffee extraction, and showcased the advanced features of the brand’s latest models.
During the course of the 3-day event, skilled baristas at the Sanremo booth wowed the crowd with live latte art demonstrations, creating intricate designs in milk foam.
Ahmed Khairy, CEO of Sanremo’s distributor in Egypt, summed up the event’s spirit: "We take pride in expanding the presence of Sanremo machines on the Egyptian market, and providing café owners with state-of-the-art solutions to elevate their service quality."
On the Abu Dhabi specialty coffee scene, barista Sulaiman Khamis Alalawi is distinguishing himself with innovative skills and precision craftsmanship.
His tireless pursuit of excellence, from sourcing beans to perfecting extraction techniques, has made him a leading figure in the United Arab Emirates' coffee industry.
Sulaiman's coffee journey began in 2017, when, intrigued by an article describing coffee as a cherry-like fruit, he decided that he wanted to learn more, and went on to devote himself entirely to this universe.
Today, Sulaiman is a certified Q-Arabica Grader, UAE Cup Taster Champion, judge of the Gahwa Champs, and founder of extraordinary establishments like the Things Café, The QC Roastery & Academy, and The Jazz Club: he has managed to turn his passion into a profession, making quality the central focus of everything he does.
Among the technologies that he uses for his work, Sanremo machines play a key role. "The Café Racer was among the first investments in equipment for my bar," Sulaiman recalls. "We've been using it for over two years, and it works great. Even better than the machine is the aftersales service, which is always punctual and delivers solutions whenever needed."
It all began with a simple realisation: coffee is a cherry. This was the first step on Sulaiman Alalawi’s journey to becoming the 2022 UAE Cup Taster Champion and an Arabica Q-Grader
In addition to this iconic model, the Abu Dhabi champion also relies on other technical allies: "The YOU is our main machine at the Jazz Club, and at all our events. It has never let me down — it provides excellent quality and impeccable consistency in every cup. Finally, the X-One has far exceeded my expectations. It's compact, features an integrated scale, and has next to zero retention. It's a real technical masterpiece."
With his intuitive mastery of Sanremo machines, Sulaiman skilfully extracts intense and nuanced flavours, captivating both coffee connoisseurs and novices alike. What's the secret to his success? "I love my job. It's my passion and my daily life. To stay motivated, I always try to infuse my interests and my passion into everything that I do."
A 5 STAR COFFEE EXPERIENCE
A modular product range, comprehensive training, and dedicated support: the keys to elevating the coffee experience in luxury hotels
The United Arab Emirates has become a premier destination for elite tourism, thanks to its unparalleled approach to luxury hospitality. Amid this refined atmosphere, one element was missing to fully meet the expectations of a discerning, cosmopolitan clientele: coffee.
"The coffee served at hotels, even the most exclusive ones, often falls short," observes Fatima Lebdar, Head of Hospitality for Sanremo's distributor in the UAE. "The hotel industry is largely uncharted territory for specialty coffee professionals, characterised by workflows and rhythms that differ greatly from those of traditional cafés. Our mission is to revolutionise the coffee experience in luxury hotels, showcasing its value for guests and operators alike."
Today, Sanremo machines are featured in some of the most prestigious hotels and resorts in the United Arab Emirates, including the Burj Al Arab in Jumeirah, the Bulgari Hotel, the Ritz-Carlton, and the Mandarin Oriental
To achieve this mission, Sanremo UAE offers its partners a comprehensive modular range of equipment tailored to diverse operational needs: from versatile models designed for highvolume breakfast service, to the iconic Café Racer, which adds sophistication to the most elegant spaces, not to mention the groundbreaking D8
A cornerstone of this initiative, led by Fatima's team, is the provision of comprehensive support, complete with training, quality control, maintenance, and service: "The goal is to empower our partners to deliver excellence in every cup."
"This not only elevates the service standards, but also fosters the professional growth of the baristas," Fatima explains. "In fact, many of them, even after transitioning to different roles, maintain their connection with us, resulting in the creation of a 'Sanremo Barista Community' within the hospitality industry."
The Sanremo team in UAE enables its partners to deliver the best in every cup
In September of 2024, the Jumeirah Barista Challenge brought together bartenders and management in an engaging series of workshops and competitions
Building on its success in the UAE, Sanremo's local distributor is now aiming to expand its international presence. A pivotal component of this strategy is hosting events like the "Jumeirah Barista Challenge", held last September. This two-day event brought together bartenders and Jumeirah management in a series of workshops and competitions, highlighting the value of partnerships in the luxury hospitality sector.
"By bridging the gap between specialty coffee and luxury hospitality, we are setting a new standard of excellence in every cup," Fatima concludes.
This involvement extends beyond bartenders to include the chefs as well, who are traditionally more focused on the cuisine. By engaging them in the coffee experience, Sanremo has cultivated a synergy that enriches the overall hotel experience
A PUZZLING CHALLENGE
7 stages to celebrate the best latte artists and to bring local baristas and international professionals together
A test of personal limits, an adrenaline rush, and the joy of sharing a common passion. The new Hong Kong Latte Art "Puzzle Cup" tournament reflects many of Sanremo's core values.
Organised for the first time this year by Kwan Lam, national latte art champion and World Latte Art Championship 2024 semi-finalist, the "Puzzle Cup" promises to energise the Hong Kong coffee scene. The event offers local baristas an extraordinary chance to gain experience and connect with internationally acclaimed professionals.
The competition spans 7 stages, culminating in a thrilling final showdown in June of 2025. At each stage, the baristas must demonstrate their skills using techniques and themes set by the jury. The top two performers from each stage will advance to the finals, where they will face the top 2 from the other stages, as well as some of the region’s top baristas, who will take part by invitation.
The "Puzzle Cup" is the first tournament of this level dedicated to the local latte art community. It has been warmly embraced by baristas from Hong Kong and mainland China alike.
The inaugural stage was held on 4 September 2024 at the "Restaurant, Bar & Cafe Hong Kong" trade fair, where Sanremo also took centre stage
The 32 competitors relied on D8 Pro machines and the X-One coffee grinder, delivering impressive performance.
The level of competition and the number of participants pushed the new D8 Pro to its limits, as it powered through a 3-hour marathon, exceeding all expectations.
In fact, the participants praised its temperature stability and consistent steam pressure, critical factors for achieving flawless milk foam.
For the competitors, it was an intense experience, as well as an opportunity for sharing and dialogue. In the end, Lion Yan and Cheung Jie emerged victorious, securing their spots in the finals.
Sanremo is proud to support this event, which is poised to grow and become a landmark occasion for baristas across the region.
LATTE ART FACE-OFF IN TOKYO
40 talented baristas competing, led by the "samurai of latte art" Shinsaku Fukayama
The "World Specialty Coffee Conference and Exhibition 2024," held in Tokyo from 9 to 12 October 2024, began with an exciting blend of competition and creativity, thanks to a special event organised by Sanremo's Japanese partners. To make the opening day even more unforgettable, Sanremo Japan hosted a showdown style latte art competition called "Latte Art Survivor"
Approximately 40 baristas answered the call, seizing the opportunity to test their skills on the YOU machine by Sanremo.
The competition, was led by Shinsaku Fukayama, a World Latte Art Championship finalist and skilled user of the F18, who kept the audience captivated. Each participant was given just one shot to impress the judges.
The YOU machine proved to be an indispensable ally, offering seamless handling and adapting effortlessly to each barista's unique style, even those using it for the first time.
At the end of the competition, Tsai Hung Yen emerged victorious, showcasing remarkable precision and talent.
"This competition was a fantastic opportunity to highlight the strengths of the YOU machine," remarked Daiki Uematsu, marketing manager of Sanremo Japan. "Not only did it deliver exceptional reliability, but it also allowed the baristas to express their creativity under immense pressure. Many participants praised the machine’s user-friendliness in a high-stakes environment where mistakes were not an option."
IN THE HEART OF THE AUSTRALIAN COFFEE SCENE
With the opening of the Melbourne showroom, Sanremo has immersed itself within one of the world’s most dynamic coffee scenes
After establishing itself in Sydney, Sanremo Australia has expanded with a second showroom in Melbourne. Located in the elegant Richmond district, this new space was long awaited, and reflects the city's strong ties to the world of coffee.
Melbourne has always been considered the hub of Australia's coffee scene, and its residents now have an innovative meeting place dedicated to enjoying their favourite beverage.
In fact, the Sanremo showroom has been designed and outfitted to inspire both experienced professionals and those approaching the art of coffee for the first time. Offering spaces for workshops, training courses for baristas, product demonstrations, and meetings, it's the perfect venue for hosting any event related to the Sanremo universe and the pursuit of excellence in the cup.
"Upon entering the showroom, visitors are immediately struck by its design, which embodies the essence of our brand," says Sofia Calabrisello, marketing manager for Sanremo Australia. "It’s a perfect balance of innovation and style This space not only showcases the craftsmanship of each Sanremo machine, but also fosters a dynamic environment where the coffee community can connect, learn, and grow together."
TAKING THE COFFEE EXPERIENCE TO NEW HEIGHTS
Uplifting the spirits of its patrons: this is the Elevator mission
In Kaliningrad, along the Baltic coast, there's a club with a mission to uplift the spirits of its patrons. In fact, its motto is "Lift Up My Mood." The club, called Elevator, is a multifunctional space that features a training centre, a roastery, and a café/shop, where premium coffees are showcased and sold.
The heart of this project is the barista training centre, equipped with a Zoe Competition and a Verona RS unit. These two distinct models are among the most popular Sanremo machines on the Russian market, renowned for their sleek designs and ease of use.
Elevator’s training centre offers a unique environment for baristas to refine their skills and gain deeper insights into the Zoe Competition and Verona RS machines, putting their coffee extraction, foam preparation, and latte art techniques to the test. Visitors to the café and roastery can also observe the baristas in training, enjoying a complete coffee experience while savouring espressos of exceptional quality.
MY DAILY DOSE OF FLAVOR
Mydosa: a venue that defies the trends by making espresso king in an area dominated by lattes and cappuccinos
Opened just over a year ago, Mydosa.coffee has swiftly become a must-visit spot for coffee lovers in the Republic of Dagestan. Founded by Sanremo partner Ruslan Valiev, this specialty coffee shop is a true novelty on the local scene. Unlike other cafés in Dagestan, where milkbased coffee drinks dominate, espresso reigns supreme at Mydosa
The name Mydosa is a clever play on words: in Russian, it resembles the word for "jellyfish," from which inspiration for the café’s décor was drawn, while in English, it sounds like "my dose," a nod to the delightful (if not indispensable) daily caffeine ritual
The atmosphere inside Mydosa.coffee is original and calming, with every detail — from the decorations to the lighting — evoking the sea.
At the centre of it all, positioned directly on the counter, is the iconic Opera machine In addition to serving exceptional espresso, Mydosa also operates a barista training centre, elevating skills and professional standards across the region.
Soon, it will also offer an interactive area where visitors, guided by the expertise of the baristas, can prepare their own espressos using a YOU machine. This hands-on experience promises to bring customers closer to the rich culture of coffee.
A TASTE OF SERENITY
Amid the bustling streets of Hanoi and Ho Chi Minh City, there are havens for those seeking a respite from the chaos and a chance to indulge their palates with refined flavours. These are the peaceful retreats of the 80+ Coffee Roastery chain: 5 coffee shops (four in Hanoi and one in Ho Chi Minh City) offering a blend of relaxation ambience and exceptional high quality coffee.
Stepping into an 80+ Coffee Roastery shop, visitors are welcomed by a warm, welcoming and serene atmosphere. The décor is a harmonious mix of modern and classic styles, creating a unique feel, with meticulous attention to detail.
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A mix of tradition and innovation that pampers the senses and regenerates the soul
The menu caters to diverse tastes, featuring everything from traditional Vietnamese coffee to contemporary creations, ensuring that every patron will find something to their liking. Each cup is crafted using carefully selected beans, sourced both locally and from renowned global regions. The chain owes much of its success to the expertise of its baristas and the technology of Sanremo machines, for a coffee experience that's widely acclaimed by the Vietnamese.
In fact, the various 80+ shops are equipped with different Sanremo models (two F18s, one Café Racer and two YOUs) allowing the chain's talented baristas to bring out the full aromatic spectrum of each bean, creating excellent coffees with maximum precision and efficiency, despite the hectic pace of life (and service) in the city.
CRAFTING PERFECTION, ONE CUP AT A TIME
In New York, Casee Falce has created something far more meaningful than a "simple" travelling coffee shop. With his "Blue Dove Coffee," he has brought places of connection, peace, and authenticity to the streets of the city. Having begun as a "coffee truck," Blue Dove has since grown to include its own coffee line and roastery.
Casee personally oversaw every aspect of the business’s launch, from welding the van alongside his brother, to extracting exceptional espresso shots.
"I started Blue Dove Coffee because, for me, coffee has always been more than a drink," says Casee. "It’s a way to connect with people and share something authentic. I wanted to build a company with real values at its core: peace, connection, clarity, and trust. Inspired by my Italian roots and my love for a well-made cup of coffee, I set out to create a place where people could feel at home and sit back and enjoy a quiet moment during their day."
Thanks to social media manager Donovan Lutz, visual storytelling has also played a crucial role in Blue Dove Coffee's success. "The videos and storytelling style have been instrumental in developing the brand and connecting with the community."
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Blue Dove’s mission is to become a mobile paradise for coffee lovers on the streets of New York
A significant milestone in this journey was the switch to the YOU unit. "This machine has made an incredible difference for me," Casee admits. "We’re now constantly serving 300-400 cups per day, thanks to the high levels of consistency offered by the YOU. Thanks to its precise temperature control, it completely solved the problem of delivering a cup with the same taste every time. For a compact machine, it packs a lot of power and works tirelessly throughout the day. It honestly exceeded my expectations."
The Blue Dove baristas quickly embraced the YOU's functions and efficiency. "The data graphs and recipe storage allow us to fine-tune our extractions quickly and accurately, making the preparation process faster and more reliable. The smooth experience it provides helps us serve more customers, while ensuring they receive the perfect cup every time."
GOOD NEWS, GOOD BREW: COFFEE AND GOSPEL
Right in the heart of New York City, barista and singer-songwriter Zavier Jean-Charles has found a unique way to introduce people to specialty coffee — and more — with his venture, "Good News, Good Brew."
Zavier’s journey began with a cart and a simple espresso machine, which he used to serve his neighbourhood, connecting with his community one cup at a time
Today, equipped with a YOU machine, he serves specialty coffee while spreading positivity at events and throughout his neighbourhood.
"Good News, Good Brew was created to offer creative people, students, and workers the chance to enjoy quality coffee while listening to the Gospel," Zavier explains. "We bring the coffee shop experience directly to the people, serving specialty coffee with uplifting messages. With us, people can feel encouraged and uplifted while enjoying a good drink."
The multi-boiler, single-group design of Sanremo’s YOU machine has been instrumental in helping Zavier realise his vision. "The YOU allows us to stay true to our mission," he explains. "It puts us in a position to be creative and to have fun making wonderful drinks while talking about the Gospel. For me, the YOU is like a playground, offering endless possibilities."
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With his unique approach, Zavier Jean-Charles doesn’t just serve coffee — he creates connections, fosters community, and shares a message of hope
Among the machine’s features, Zavier has a few favourites. "The ability to create unique recipes and call them up instantly is a game-changer! The ease of switching water tanks and the hydraulic operation has also been incredibly convenient."
Zavier’s journey with the YOU began well before he owned the machine. "I had my eye on this model for a long time, checking out video reviews by content creators. Then, I had the chance to see it in action at the Coffee Festival in 2023."
Since adopting the YOU, Zavier has noticed how it has had a significant impact on his service. "The preparation of the shots is much simpler, and more efficient. I can even teach customers how to extract an espresso as I prepare their drinks in front of them — it really is amazing. Even cleaning the machine is therapeutic in its own way. Overall, the YOU has streamlined my workflow and allowed me to offer a better customer experience."
EMPOWERING EXCELLENCE IN EL SALVADOR
From bustling airport bars to seaside cafés and urban hotspots, Coffee Lab is transforming the coffee scene in El Salvador, equipping baristas across the country with top-tier skills and cuttingedge equipment.
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Ernesto Chavarria: innovating coffee culture in El Salvador through training and high-quality equipment
Coffee Lab was founded with a clear mission: to foster the training of coffee professionals. "We saw poorly used machinery, low-quality blends for espresso, and improperly textured milk," recalls founder Ernesto Chavarria. "As a coffeeproducing nation, we have a unique opportunity to elevate the quality of our product and raise awareness of the value of our heritage."
Over the years, Coffee Lab has established itself as a premier training hub. "After 5 years, we’re incredibly proud of our graduates. Many have secured jobs in the market, while others have gone on to start their own businesses," Ernesto says.
The Sanremo team has played an integral role throughout this process, working closely with Coffee Lab. "We’ve been truly impressed by the after-sales support provided by the company," says Ernesto. "Their machines deliver exceptional performance, maintaining consistent pressure and temperature, even during the busiest shifts. Thanks to the wide range of models, our customers are able to find the perfect machines to meet their specific needs " The most sought-after Sanremo models are the Zoe Competition, Cube, F18, Café Racer Naked, Dolomiti, and Renegade. These machines are constantly praised for their intuitive design, excellent extraction capabilities through pre-infusion, and impressive durability. They're ideal for hightraffic cafés."
Julio Guevara, Sanremo’s Business Development Manager and a native of El Salvador, adds: "At Sanremo, we believe coffee-producing countries should have access to the best tools to unlock the full potential of their product. It’s been incredible to collaborate with local coffee shops and renowned brands like Café Fulanos and Beans of Fire, to elevate the Salvadoran coffee experience."
Many notable brands, including Café Fulanos, Coffice, Salomé Coffee, Maldito Coffee House, and Moclatte, have chosen Sanremo for their operations
FIT FOR A KING
A combination of Italian design and Scottish charm for one of the world's most iconic landmarks
There is a touch of Italian excellence in the coffee served at the Visitors' Centre of the renowned Balmoral Castle.
In July of 2024, the castle unveiled its new restaurant, selecting Sanremo's trusted partner, Caber Coffee, to provide its guests with an exclusive coffee experience.
For this prestigious occasion, the Caber Coffee team prepared a personalised package, combining top-tier equipment with exceptional products. Among the highlights is a singleorigin organic coffee, certified by both Fairtrade and Rainforest Alliance, available in the castle's restaurant and shop.
Amid this iconic setting, two custom Café Racers, designed in Balmoral Castle's signature colours, stand out. What makes them even more remarkable are the handcrafted leather sides, created by Italian master artisans, and embroidered with the emblem of the historic royal residence.
Findlay Leask, Managing Director of Caber Coffee, expresses his enthusiasm: "We're immensely proud to supply the new restaurant at Balmoral Castle. From the outset, it was clear that we needed to craft something extraordinary for this prestigious venue, which welcomes thousands of visitors from around the world."
Stewart Johnson, Sales Director of Sanremo UK, echoes this sentiment: "It was a privilege to collaborate on this project. From our production team in Italy, to our team in the UK, everyone was excited to see these two truly unique machines brought to life."
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Custom leather and embroidery, crafter in Italy by master artisans
TALK BREW WITH STEW
Conversations over coffee with Stewart Johnson, Sanremo UK Sales director
From five-star kitchens to bar counters, Stewart Johnson’s professional journey is as dynamic as it is flavourful.
Trained as a chef and inspired to learn about how the machines work by his engineer father, he has now brought these two worlds together with his work at Sanremo. Stewart’s work focuses on elevating the process upstream to achieve excellence in every cup.
How did your journey into the coffee world begin?
My career started in the kitchen. I trained as a chef in London, worked in several 4- and 5-star hotels, and later landed at Goldman Sachs on Fleet Street. For several years, I was responsible for the fine dining service for the board. During that time, I had the opportunity to undergo management training, which led me to oversee five cafés. It was in this role, some 20 years ago, that my passion for coffee was born. I was fortunate: each café had its own unique offerings, and each supplier generously shared their knowledge and expertise with me.
Eventually, one of my coffee suppliers reached out, and I transitioned fully into the coffee industry! I've since worked with both large and small roasters across the UK, moving from commodity coffee to specialty coffee.
From the beverage to the machine: why did you make this switch?
I have always been fascinated by how things work... it's something I inherited from my father, an engineer. As a child, I would watch him disassemble and repair things to understand their mechanics, which inspired the same curiosity in me. In my previous roles, I often managed the procurement and maintenance of the machines, so when the opportunity to collaborate with Sanremo arose, I immediately jumped on it!
What is the most rewarding aspect of your work?
Every day is unique! It’s a challenge to work with such a wide variety of customers, each with their own approach. Collaborating with them to develop solutions that help them and their customers grow is incredibly rewarding
How do you think the role of the barista is changing?
I don’t think the role of the barista is changing fundamentally. What’s evolving is how people want to experience coffee and the challenges of finding skilled staff. Consistency is the greatest challenge for any business. Developing setups, processes, or tools that enable baristas to deliver a consistent product is one of the ways that Sanremo is able to provide support.
What are your priorities at Sanremo?
What is the most surprising thing you’ve learned about coffee so far?
The most surprising realisation is that, despite all we know, when we start discussing the coffee industry, we discover just how much remains to be learned!
The consumer coffee experience is redefining itself. Consistency and repeatability of menu items are essential for a coffee shop’s success
This constant evolution makes it an exciting field to be part of
What is a key element that a coffee shop should focus on?
The consistency and repeatability of the menu items. This is often overlooked, but it's a crucial aspect of a cup of coffee.
We aim to create opportunities that showcase both our customers’ offerings and our equipment. We participate in trade fairs, festivals, and industry events, and we organise showcases at our London hub. These spaces allow us to engage directly with our partners and demonstrate how our approach can meet their operational needs.
What else do you enjoy, besides coffee?
Life outside work is busy with three children, their social activities, and their sports commitments. As for me, I try to spend as much of my spare time as possible on my mountain bike — after a busy week, nothing beats a good ride! I also love cooking for family and friends.
MACHINES WITH SOUL
Beauty and style never stop being fascinating. Although untranslatable into words, they are evident to our eyes: we want to discover what is hidden behind lines, colours and shapes. Beautiful objects have a soul, which stems from the efforts made to realise them, from the shared desire to give shape to ideas, from the passionate and meticulous search for detail. That is why those objects become desirable.
Like the Sanremo machines, which bring character to the daily life of coffee lovers and which are also a source of knowledge, culture and progress.
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Café Racer / Full White
Black & White
@franziska.budapest / @vieravirag
Opera / Black
@motleybruecoffee
05 / 06
Café Racer / Naked Black
INSTA GRAM COM MUNITY
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machines enhance the work of those who use them, celebrating unique stories and styles
The Sanremo Coffee Machines community is a meeting point for those who live coffee with passion and dedication. It’s an open space where baristas and professionals share experiences, ideas, and creations, expressing their personalities through our products.
Every machine, from the D8 to the Café Racer, is designed to enhance the work of those who use it, becoming a tool to tell stories and showcase different styles. Your photos and stories are the beating heart of this community, growing thanks to everyone’s contributions.
We are proud to be part of this journey with you. Keep following us, sending us your creations, and showing us your way of interpreting coffee. Together, we build a place where passion turns into art every day. Together, #wearesanremo
qadeercoffeeco: We totally agree!!
We love our Sanremo YOU so much, makes our workflow incredibly smooth and efficient with a workhorse !
brinasbrews: I love the Racer. I currently have a Zoe compact but the Racer is my next one if I need one
barista.dennis.dautel: Great photo! Great Machine! Love it!
stokescoffeeroasters: YOU are not kidding, we love this machine!!!
