The new Sanremo Showroom in Melbourne Run to Sanremo "Changes" by Mikey Freedom
44 WORLDWIDE
SAUDI ARABIA
Advanced customer experience
UNITED ARAB EMIRATES
Passion brewed: Sulaiman’s coffee journey
A 5 star coffee experience
VIETNAM
Sanremo Vietnam lights up the stage at Khat Expo 2025
HONG KONG
A puzzling challenge
JAPAN
Latte Art face-off in Tokyo
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
66 BEYOND THE MACHINE
THE NETHERLANDS
Dune
The pursuit of superior quality and authentic experience
Giraffe Coffee Roasters
A coffee that stands out
SOUTH AFRICA
Springboks & Zoe
Winning together
The African School of Coffee
A new horizon for coffee in South Africa
Jason Bakery
An artisan bakery serving outstanding coffee
70 SANREMO STYLE
15 YEARS OF TRUSTED PARTNERSHIP AND FRIENDSHIP
Alexey Rozhkov recounts his journey with Sanremo
TALK BREW WITH STEW
Stewart Johnson, Sanremo UK Sales Director
MACHINES WITH SOUL
Adaptable beauty and style
MALEFATTE
A handmade collection
78 SOCIAL COMMUNITY
INSTAGRAM COMMUNITY
A photo roundup of our latest adventures from around the world
THE POWER OF REFLECTION
EDITORIAL
Carlo de Sordi
There are lots of new developments blossoming in Sanremo this spring, ranging from product restylings, to new finishes and colour palettes, a more advanced IoT user interface, a revamped and more modern corporate identity, and a new merchandising collection. While you’ll find several previews in the pages ahead, I’d like to take a moment to talk about the D8, a product that has exceeded all our expectations, thanks to the dedication and passion of everyone involved.
As for the value of the commercial results, I'll let the numbers speak for themselves. Personally, I would rather talk about how the idea came about, and the moment the intuition sparked the creation of the D8.
It all began with an anecdote shared by a dear friend in London during a phone call. While dining at a fine restaurant, he was praising the chef for the menu, and made a joking comment about the coffee. Amid the laughter, when the chef found out about his connection to Sanremo, he said: "I wish I could have a Sanremo! That would be a dream come true… But it's a top tier machine, and I can't really afford it, considering the amount of coffee I serve." Those words struck a chord. They clearly articulated a desire that we felt mirrored our own: to create a product that would embody the same High-End craftsmanship, while at the same time being affordable and easy to use.
We believe that everyone should have access to the tools that represent them, reflecting a style they can proudly identify with. It's a vision for the market.
That intuition led us to bet on a revolutionary product for the Entry Level segment: a market that's still nascent, with vast opportunities for growth, and that stands in contrast to Sanremo's traditional offerings and our customers' expectations.
With the D8, we altered our course and ventured into new market territories. However, it wasn't just a matter of "dressing up" a single boiler machine in the same style as a top-of-theline Specialty Coffee model. It was a genuine design effort from the ground up, prioritising efficiency, sustainability, adaptability to every customer’s specific needs, and optimising the investment at its core.
Just as we did in 2013 with the Opera, we bet everything on the D8, remaining true to our mission: to provide coffee enthusiasts with the finest tools to fully express all their skills and passion.
Our dream? To ensure that anyone who wants to can own their own Sanremo machine, use it with satisfaction, and — thanks, in part to us — allow their customers to enjoy a pleasant and refreshing break in the day, with a finely crafted coffee
We may have reached some significant milestones, but our journey is far from over. The next stop in Italy will be at HOST Milano 2025: a valuable opportunity to meet, discover, explore, and draw inspiration from the numerous innovations on the horizon.
We look forward to welcoming you at the Sanremo Coffee Machines booth at HOST Milano 2025, from 17–21 October, fieramilano (Rho), Italy.
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.
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.
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.
– DISPENSED COFFEE
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?
COUNTERS – QUALITY RATE
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.
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
D8 STAINLESS STEEL: TIMELESS STYLE
In addition to the renewed colour palette, the Sanremo D8 is now available in a stainless steel version, presenting an essential, radiant, and elegant aesthetic that accentuates its minimalist and contemporary design — an enduring beauty that blends seamlessly into any setting, while highlighting the personality of the barista and their brand.
Crafted for professionals who demand superior performance and unwavering reliability, the D8, even in its stainless steel variant, features the groundbreaking hybrid hydraulic system, the AISI 316L steel boiler, and the Sanremo IoT user interface.
The D8 Stainless Steel version is ideal for those who strive to set themselves apart every day, with grace and character.
BACKSTAGE STAR FOR A DAY
D8 / D8 PRO
Stainless steel back and side panels, with chrome-plated frames.
Stainless Steel
TWO STAINLESS STEEL STYLE CONFIGURATIONS FOR D8
D8 PRO
D8 / D8 PRO Black & Steel
Stainless steel back and side panels, with frames painted in a matte black finish.
&
Black
Steel
THE D8 ROAD TOUR CONTINUES: GAME ON
The exciting journey of the D8 Cup continues — the travelling competition uniting baristas from around the globe, and captivating an evergrowing audience of coffee enthusiasts and professionals. The grand prize: a Sanremo D8, a top-tier coffee machine featuring a hybrid hydraulic system.
It all began last September in Greece during the Athens Coffee Festival, where Chris Douvas emerged victorious. From there, the competition traversed the continents to Cape Town, where the exceptionally talented Paddington Chivare claimed the title.
Every stage presents a test of skill, creativity, and passion. Following a brief technical training session, participants embark on crafting unique extractions, utilising the revolutionary X-One coffee grinder and, of course, the D8. The Sanremo IoT system calculates scores and rankings in real time, guaranteeing transparency and engagement for both competitors and the audience.
TALENT POWERED BY TECHNOLOGY
INTERNORGA
14 – 18 MARCH
Among the numerous stands and innovations at the renowned German trade fair, the D8 Cup stood out as one of the most exiting attractions. First place was claimed by: Lisa Sorger.
"The D8 Cup was undoubtedly the highlight of Internorga," says Lisa, "and it was a lot of fun! I felt a surge of adrenalin; to calm my nerves, I reminded myself that it was just like any other coffee shop shift, so I started with the first two shots. Then I noticed the astonished expressions on the faces around me and checked the rankings: I was in second place! With renewed determination, I dedicated myself to puck preparation... and came in first. It felt surreal!"
There was also a lot of enthusiasm surrounding the Sanremo D8 machine: "Every detail is meticulously designed to enhance the barista's craft and deliver intense, defined flavour in the cup. Winning it was really a dream come true!"
Lisa Sorger wins the D8 Cup in Hamburg
SHOWROOM SANREMO AUSTRALIA MICE
20–22 MARCH
During the week of the Melbourne International Coffee Expo (MICE) in March, Sanremo Australia unveiled its new showroom, hosting meetings on speciality coffee, friendly competitions, and creative initiatives.
The dynamic event schedule also included the exhilarating D8 Cup, making its debut in Australia.
Mathew Hatcher (Guerrilla Roasters), winner of the D8 Cup in Melbourne
In a high-stakes challenge, 20 baristas showcased their skills using the X-One coffee grinder and the Sanremo D8 machine.
The contestants began with a personal recipe, and subsequently replicated it without any digital assistance: no displays, scales, or volumetric tools — just pure instinct and technique. From this demanding round, five finalists moved on to the final tasting phase, where they crafted their best espresso. Following an electrifying contest, Mathew Hatcher (Guerrilla Roasters) was ultimately crowned the overall winner, taking home a brand-new D8 machine.
Next stage
Houston - Specialty Coffee Expo
25–27 April 2025
The tour continues to make its way towards the industry's premier trade fair in North America. Can you feel the excitement mounting?
Stay tuned: we'll share all the details in the next issue and across our social media channels.
A NEW HOME FOR COFFEE CULTURE
The new Sanremo Showroom in Melbourne
Run to Sanremo: where coffee meets running
At the Melbourne International Coffee Expo (MICE) in March, Sanremo Australia unveiled its new showroom in Melbourne, transforming it into a vibrant hub of events, experiences, and creativity. The initiatives included the exhilarating first Australian stage of the D8 Cup, an exhibition by artist Mikey Freedom, and the "Run to Sanremo" footrace through Richmond's multicultural district.
Check out the video of the event!
On Saturday, 22 March, 100 runners gathered at the Sanremo showroom in Richmond for the inaugural edition of Run to Sanremo, a loop race designed to unite sport, energy, and community. Organised in collaboration with the Nobody Run Club, Adidas, Oatly, and The Bean Cartel, the event offered participants the chance to take a test run in the new Adidas running shoes along the streets of the neighbourhood, culminating at the showroom, amidst music, games, premium coffee, and a selection of artisanal sweets. The outcome? Enthusiastic participation and an atmosphere brimming with positive energy.
Changes
"Changes" by Mikey Freedom: creative vibes
Check out the video of the event! •••
The Melbourne showroom was also transformed into an art gallery, hosting the vibrant Changes exhibition by renowned multimedia artist Mikey Freedom. Originally from New South Wales and a pioneer of street art in Sydney, Mikey infused a wave of creative energy with his abstract works and brightly coloured rhythmic compositions. This exhibition turned the showroom into a welcoming, accessible, and inspiring space, highlighting the synergy between the artist and Sanremo: In fact, Mikey is the creator of the hand-decorated design for the Cube machine, a special edition that merges art with design, and creative freedom with technical precision.
A new home for coffee culture
The new Sanremo showroom in Melbourne now stands as a landmark for the Australian coffee community: not merely an exhibition space, but a venue for gathering and sharing, where one can test cutting-edge machines, explore the culture of extraction, and learn more about the work of contemporary artists.
Whether you're a barista, a coffee roaster, or an avid speciality coffee enthusiast, the showroom doors are open to provide you with a unique and engaging experience.
And this is just the beginning: stay tuned for announcements about upcoming events!
A COFFEE EXPERIENCE BY DUNE
The pursuit of superior quality and authentic experience
Nestled in the heart of the city, amidst the bustling streets of a lively neighbourhood, stands Dune, the flagship café of Shokunin Coffee, founded by Jelle with the aim of offering an innovative and quality coffee shop experience. Here, the philosophy is straightforward: allow customers to explore the world of coffee in all its nuances, without any convoluted or overly technical menus.
Dune's approach is simple yet revolutionary: each customer can select from a variety of curated beans and different extraction methods to discover how each variable can transform the final cup. This open and experimental approach has particularly resonated with the neighbourhood's inhabitants, who are passionate about coffee and good food, in pursuit of superior quality and an authentic experience.
Here, tradition merges with innovation, as three different extraction recipes. For those who enjoy the classics, there is the traditional 9-bar shot, perfect for milk-based beverages. Black coffee lovers can opt for a low-pressure espresso, which enhances the complexity of the aromas. And for the more adventurous, there's the Turbobloom recipe, which brings forth even fruitier and more distinctive nuances; all these options can be combined with any of the fifteen coffees available on the menu, offering countless flavour possibilities.
Such innovation necessitates a machine capable of meeting the demands, and this is where the Sanremo YOU machine comes into play. This model enables the Dune team to programme and manage all the various recipes simultaneously, ensuring consistent quality with every extraction.
•••
For those who want to discover coffee in a new and engaging way
Installing such an advanced system was not without its challenges, above all connecting several machines to the same water line with an inline TDS meter, but with Sanremo's support, every technical detail was meticulously addressed.
A COFFEE THAT STANDS OUT
Excellence, creativity and training in the world of coffee
Giraffe Coffee Roasters believes that good coffee shouldn't be a complex mystery to unravel, but rather an experience that's accessible to everyone. This principle underpins every aspect of their operations, from the sourcing of raw materials to the meticulous care in the preparation of the extractions. To ensure the highest quality, every detail is meticulously considered: at their café, the Sanremo Café Racer machine serves as the heart of the extraction process, while at the roastery and Coffee Academy, the YOU and Zoe models are seamlessly integrated into the training and research framework.
Over time, Giraffe Coffee Roasters has cultivated a strong partnership with Sanremo Nederland: a collaboration that has evolved into much more than a mere professional alliance. Working alongside a dependable partner like Sanremo enables them to keep their equipment up to date and always in optimal condition, ensuring a consistent level of quality, cup after cup. Each new insight and every technical advancement presents an opportunity to further refine their extractions and achieve an increasingly balanced and perfect cup of coffee.
At the Giraffe Coffee Roasters café, every detail is thoughtfully curated to create a warm environment that resonates with those who share a passion for coffee; however, it's more than just a tasting venue; it's also a stimulating, creative, and dynamic space
Thanks to a collaborative initiative with artists from the surrounding area, local art takes centre stage. Their works, displayed in the café and available for sale to the public, contribute to a creative and evolving atmosphere, transforming the space into a little art gallery, with the exhibits being refreshed periodically.
And the emphasis on creativity doesn't end there: every year, in celebration of the Christmas season, Giraffe produces a special edition of its December packaging in collaboration with local artists. This initiative expands the coffee experience, rendering it a visual and cultural delight, in addition to a pleasure for the palate.
For Giraffe Coffee Roasters, aesthetics play a vital role in the customer experience, and the customisation options that Sanremo offers in designing the layout of the machines align perfectly with this philosophy. Giraffe Coffee Roasters continues to demonstrate that quality coffee is an experience that transcends the cup and engages all the senses.
ARTISAN BAKING & COFFEE
An artisan bakery serving outstanding coffee
The Sanremo Café Racer has made its mark at yet another esteemed coffee destination in Cape Town: the Jason Bakery! Renowned for its commitment to high quality, this new acquisition aims to elevate the coffee experience for its patrons.
Established by Jason Lilley in 2007 on Bree Street, the Jason Bakery began as a small takeaway bakery, offering fresh bread and sandwiches. Over the years, it has blossomed into a cherished landmark on the Cape Town artisan baking scene. Famed for its extraordinary pastries, iconic breads, and creative breakfast offerings, the Jason Bakery has now taken its coffee offering to new heights with the addition of the Sanremo Café Racer.
Yet another milestone in Cape Town's remarkable coffee evolution!
WINNING TOGETHER
Cultivating
After their iconic Rugby World Cup triumph in 2023, the Springboks (South Africa's National Rugby Team) celebrated their victory with world tour. During two home friendly matches against New Zealand, hosted in Johannesburg and Cape Town last August, Sanremo South Africa had the privilege of collaborating with the champions themselves. To commemorate their monumental achievement, we created an exclusive customised Zoe espresso machine. Boasting a blend of style, precision, and team spirit, this machine is as legendary as the players it was designed for.
In hopes of cultivating new champions, one cup at a time!
THE AFRICAN SCHOOL OF COFFEE IS BORN
A new horizon for coffee in South Africa
The African School of Coffee celebrated its grand opening on 25 July 2024, at 36 Buitenkant Street, in the heart of Cape Town. This event marks the commencement of an ambitious partnership aimed at enhancing coffee education and developing the skills of baristas throughout South Africa, with aspirations to expand across the entire continent.
Over 150 guests, including key figures from the industry, government representatives, and social impact investors, attended the ceremony, witnessing the inception of a project intent on building a flourishing local coffee industry.
The local communities possess remarkable potential, and with advanced resources and specialised training, the African School of Coffee will empower aspiring baristas and entrepreneurs by providing them with the tools necessary to elevate coffee quality and stimulate economic growth in the region. An initiative that not only celebrates coffee but promises to transform it into a driving force for development in the future.
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.
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 RitzCarlton, 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.
EXPERTISE AND CREATIVITY IN EVERY CUP
At KHAT EXPO 2025, the most highly anticipated F&B event of the year, Sanremo Vietnam's presence was met with profound passion, an electrifying atmosphere, and the irresistible aroma of coffee.
The energy was palpable, first in Hanoi on 27 March, and was then even more vibrant in Ho Chi Minh City on 10 April, where the Sanremo booth became a lively gathering point for all coffee enthusiasts.
Visitors were able to go beyond merely observing the Café Racer, F18, and Zoe Competition machines, and had the opportunity to engage with Sanremo's sophisticated engineering, experiencing its extraordinary potential for crafting the perfect espresso.
The enthusiasm continued with spectacular Latte Art demonstrations: from the "Latte Art Lucky Draw" to the engaging "Mini Latte Art Challenge," the Sanremo booth was transformed into a dynamic arena where creativity abounded in every cup.
Exciting encounters unfolded with two prominent baristas from the Vietnamese scene: Duc Minh, champion of the Pour Challenge and Latte Art Smackdown in Hanoi, and Phan Anh, winner of the 2024 Barista Craft Championship and judge of the 2025 Vietnam Barista Championship in Ho Chi Minh City. Both shared their expertise, showcased exceptional skills, and conveyed a profound love for the art of coffee-making.
Promoting the culture of specialty coffee
Among the highlights was the award ceremony for the Vietnam Sanremo Barista Championship 2025: an exhilarating event that sparked ambition among the next generation of Vietnamese baristas. The vibrant energy and remarkable success at KHAT EXPO 2025 serve as a testament to Sanremo Vietnam's unwavering commitment to promoting and enhancing specialty coffee culture. We take pride in connecting, sharing, and inspiring this flourishing community, which embodies our motto: The Brave Inspire
A convergence of talent
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."
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."
•••
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."
•••
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."
NEXT STOP - MEXICO
Mexico City April 30 – May 4 2025
LONDON
London Coffee Festival, May 15–16 2025
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.
•••
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."
notable brands, including
Fulanos, Coffice, Salomé
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."
Custom leather and embroidery, crafted in Italy by master artisans
15 YEARS OF TRUSTED PARTNERSHIP AND FRIENDSHIP
Fifteen years have passed since Alexey Rozhkov introduced the first Sanremo coffee machine to Russia. After that first order, the partnership with Sanremo gradually grew to the point that, in 2024, it ranked second on the Russian market for professional coffee machines. Fifteen years filled with shared passion, intensity, challenges, and occasional difficulties. We invited Alexey to share the story with us.
“We first met Carlo de Sordi, CEO of Sanremo Coffee Machines, during negotiations at the Hotel Astoria in St. Petersburg in January 2009. From the very start of our conversation, I sensed the passion, love, and energy Carlo puts into his work and business; without hesitation, I decided to become an official partner and distributor of Sanremo coffee machines in Russia.”
Alexey Rozhkov recounts his journey with Sanremo
“Over time, our business partnership evolved into a strong friendship that has endured more than fifteen years. Together we've dealt with water, fire, and copper pipes, and have always mutually supported each other.” “I still remember when Carlo invited me to preview the 3D digital model of the legendary Opera coffee machine,” Alexey continues. “It was strikingly beautiful and extremely promising even then; and when I first touched the initial models produced, they exceeded all my expectations.”
“Throughout these years of collaboration, we've shared significant achievements. Since 2009, with Sanremo, we've participated in the largest Russian trade fairs, such as PIREXPO and COFFEE TEA CACAO EXPO, setting up stands and events that have inspired people in other countries to become distributors as well. Sanremo coffee machines have been a staple at the Russian coffee championships since 2012. In 2014, we introduced the Opera coffee machine, followed by the Café Racer in 2017, showcased with an extraordinary presentation at the Harley Davidson hall. In 2017 we also launched the Coffee Taste Festivals, inviting coffee roasters from across the nation, and opened our Training Centre on the banks of the Neva River.
In 2018, we hosted the sensational “Sanremo” event in Moscow, featuring a grand performance by world champion Sasa Sestic. In 2019, the F18 coffee machines were unveiled, and we launched our annual LOLC ALL–Russian Independent Latte Art Battle, which has since gained immense popularity, crossing borders to be held in Kazakhstan and Uzbekistan, with plans to extend to Belarus in the near future. In 2021, the Cube and F18SB were introduced, followed by the YOU in 2023, and the D8, D8 Pro, and X-One in 2024.”
One big international family
In celebrating fifteen years of collaboration between Alexey Rozhkov and Sanremo, numerous stories of passion and mutual support have surfaced. Rozhkov recalls moments of generous assistance, such as when Carlo de Sordi helped him reach Trieste urgently, lent him a shirt to attend the Rimini fair, and supported him through various difficulties encountered at the first exhibitions in Russia… “there are countless such stories of help and camaraderie throughout our 15–year journey together,” Alexey reflects.
“Our bond is built on shared values, and continues to grow stronger over time. Throughout these fifteen years of business and friendship, we have always felt like we are part of the larger Sanremo family. Since the beginning of our partnership, our values and our vision for fostering prosperity have always aligned: that's not something you find every day, and we are especially thankful to the management and the entire Sanremo team for these warm familial relationships, and the respectful treatment of all our distributors, who, regardless of their country or distance from Italy, have always felt firmly united by the warmth and reliability of the international Sanremo family.”
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
@roewangtamoecoffee
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.
Café Racer / Full White
@franziska.budapest / @vieravirag
A HAND -MADE COLLECT ION
The new Sanremo Merchandising catalogue has finally arrived, featuring a unique limited edition created in collaboration with Malefatte Ideal for true coffee enthusiasts who enjoy travelling and surrounding themselves with unique items that embody a genuine story.
Bags, backpacks, pouches, and cases — unique handmade PVC pieces customised with the exclusive Sanremo logo pattern. Preview the Black & White version here!
But there’s more: in addition to being stylish, this exclusive collection is also part of an ethical initiative. Malefatte is the brand launched by Rio Terà dei Pensieri, a social cooperative that aids in the vocational rehabilitation of inmates at the S. Maria Maggiore men's prison in Venice.
If you love coffee, design, and stories that have a positive impact, this collection is for you!
INSTA GRAM COM MUNITY
SOCIAL NUMBERS
#wearesanremo: 17,3 K
#sanremocoffeemachines: 21,9 K
Follower IG: 50,7 K
Follower FB: 26,5 K
follow us :)
Sanremo 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
@zavierjc: love your equipment and how reliable it is! Makes doing what I do even more fun!
@coffeelab.sv: We are transforming the coffee scene in El Salvador with the best equipment thanks @sanremocoffeemachines
@tropiccoffeeltd: Only the best
@timkafi: My favorite espresso machine
@qadeercoffeeco: I love my YOU so much
@bungalowcoffeeco: Truly brought our cafe to another level!
