Barista Attitude explains why there’s more to the brand than meets the eye

Barista Attitude

Barista Attitude has used 2022 to make its mark on the global coffee competition scene with the launch of Tempesta, but there’s much more to this manufacturer than meets the eye.

When baristas approached the Barista Attitude stand at the Melbourne International Coffee Expo (MICE) in September, they were curious. They were intrigued at the Tempesta Gara and Profilo espresso machines on display, they were impressed to see Greek Barista and Barista Attitude brand ambassador Michalis Dimitrakopoulos making coffees, but the number one question asked by visitors, was “who is Barista Attitude?”

“We are a new name, so naturally people were curious to know who we are and what Barista Attitude is all about,” says Barista Attitude Sales Manager Alberto Schiavon.

Since the beginning, when Barista Attitude was unveiled at World of Coffee in June 2022, the brand made a clear priority to put the barista at the centre of its project, launching machines that gives the barista absolute control and the possibility to experiment.

Under the umbrella of CMA in Veneto, Italy, which has been manufacturing espresso machines since 1969, Barista Attitude embraces two product lines: Tempesta and Storm.

“Thanks to our presence at MICE and sponsorship of the World Barista Championship (WBC) our visibility has grown faster than normal, and we’ve seen great results in terms of our brand awareness,” Alberto says.

Two brands, two models, one goal

Both Tempesta and Storm feature multi- boiler and Flow Rate Control (FRC) models.

With the multi-boiler systems, the operator can control pre-infusion and individual temperature settings on each group, to be changed with a precision of +/- 0.5. Alberto says the multi-boiler machines are being used by high-level specialty venues and coffee chains who are after a high standard of coffee output, and design.

“For both Tempesta and Storm, our highest sales are for the multi-boiler machines at present. They are in demand because they’re easy to use and make changes with,” Alberto says.

With the FRC versions of Tempesta and Storm, users can control the flow of extraction in each group and adjust pressure profiles in different stages of the brewing time to further customise the brewing process and control the intended flavour profile.

“FRC models are high level machines for baristas who understand coffee and have a desire to get the best flavour outcome. This version of the machine also has a big interface, making it even easier for the barista to play with, and control, the curve of the extraction which is happening live in front of you. If anything goes wrong or you need to make a change to get a better result, it can be done so in a second,” Alberto says.

The touchscreen interface includes information on pre-infusion, pressure, flow and brewing temperature, extraction time, and the profile for each group. Users can adjust and control the water temperature, in addition to the temperature and pressure of steam. It gives the barista full control of data to read, analyse and adjust.

When Barista Attitude representatives asked Melbourne’s baristas what they thought of their machines at MICE, they used it as an opportunity to better understand what they liked, what they didn’t, and what they would like to see more of. The most positive feedback, Alberto says, was praise for the display screen.

“They loved that you could see every part of the extraction live, and change the parameters easily,” he says. “You can also upload videos to the screen, and watch cleaning instructions, you don’t need to go through the app.”

The other positive feedback at MICE, was for the aesthetic design of Barista Attitude’s machines.

“While both Tempesta and Storm are similar in their internal mechanics and capabilities, the difference is in their aesthetic features,” Alberto says. “The Storm features wood furnishings on its legs, steam wand and portafilter handle, while the Tempesta features full stainless steel. People really love the look of the machines. It’s one of our biggest selling points.”

The Tempesta is currently Barista Attitude’s most recognised model, with the competition version of the machine, the Tempesta Gara multi-boiler system, the official Qualified Espresso Machine of the WBC until 2025.

“The Tempesta Gara is thanks to our collaboration with baristas who asked us to develop a machine with the highest level of features that can make the biggest different to their extraction, such as the inclusion of a WST ridgeless competition filter,” Alberto says.

Then there’s the Profilo, the newest machine in the Storm brand for top-level specialty baristas who want full manual control of their machine. Instead of using a digital screen, this FRC machine features an analogue console of buttons for baristas to change their brew curve, pressure, pre-infusion, and the quantity of orders.

“This is a niche machine but very eye catching and very new, with only about 40 on the market to date,” Alberto says.

The Profilo debuted at Host Milan 2019, and after two COVID years, is finally making its mark on Australian shores. Barista Attitude has also released 25 limited edition “De Castelli” Profilo, who specialise in metal and cooper work.

“This machine requires the highest level of production in our range, which although works similarly in functionality to our other models, is a step up thanks to its aesthetic design and the featured metal panel drawn by hand thanks to the local artist,” Alberto says.

Setting standards

While artists embrace creativity in design, baristas gather around the espresso machine to create important conversations with customers and use it as a place to showcase their skills.

“We need to do everything we can to make their experience easy and help increase the quality and efficiency of their work,” Alberto says. “On the other side, we also need them to tell us what they want more of and help us understand what we can improve, and that’s why we have brand ambassadors – to provide feedback on ergonomics, workflow and technical needs.”

Those brand ambassadors include 2021 WBC Diego Campos of Colombia, 2021 WBC Runner-up Andrea Allen of the United States, 2018 World Brewers Cup Champion Emi Fukahori of Switzerland, and 2019 WBC runner-up Michalis Dimitrakopoulos, who has been part of the Barista Attitude family from the beginning and helped develop the brand’s first machine in 2016 after winning the World Coffee in Good Spirts Championship.

“Michalis really trusts what we’re doing and what we have in mind for the future,” Alberto says.

“We’re really happy with what we achieved this year, and we’re already busy planning and thinking about what’s next, including new products for release at World of Coffee in Athens next year. As the main brand on the WBC stage, people expect to see something new from us each time, so we have to move forward on new projects. The industry moves very fast – in terms of technology, new products, and even consumption habits.”

He notes that energy-saving technology will be one of the biggest challenges and areas for development for the Barista Attitude team, as will be telemetry, steam technology, and continued consistency.

The best market to use for guidance and insight, Alberto says, is Australia.

“Australia is recognised as one of the best destinations for coffee quality. It’s where specialty coffee comes from, and is one of the biggest trend setters, along with the US. What happens in Australia is a sign of what’s going to happen to the rest of the world’s coffee market in the next five years, especially in Asia,” Alberto says.

“We always have our eyes on the Australian market.”

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This article appears in the December 2022 edition of BeanScene. Subscribe HERE.

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