Reigning World Barista Champion Jack Simpson has been welcomed as the newest Global Brand Ambassador for Italian espresso brand FAEMA as part of its ‘I’m a Barista’ campaign.
FAEMA, which is part of the Cimbali Group, was founded in Milan in 1945, manufactures a range of coffee equipment including machines, grinders, and other accessories.
As part of the partnership with Jack, FAEMA has planned a series of global initiatives in 2026, with the tour kicking off in the Asia-Pacific region.
Cimbali Group Managing Director Frédéric Thil says Jack’s addition to the FAEMA brand will help it gain new cut-through in key markets.
“Jack Simpson embodies the creativity, craftsmanship, and passion that have defined FAEMA’s identity for over 80 years, a brand that has built its story through innovation, espresso culture, and a vision of the barista as the protagonist and guardian of this heritage. Values that FAEMA, alongside its partners and distributors, continue to share worldwide,” he says.
“Launching in Asia-Pacific but with a global outlook, the initiative will give baristas a voice, foster knowledge sharing, and celebrate the cultural value behind every cup, through content, events, and experiences, that connect the global barista community, paving the way for further activations in other strategic markets.”
In addition to his 2025 World Barista Championship crown, Jack is a three-time Australian Barista Champion who has pioneered new techniques on the coffee competition stage.
The Axil Coffee Roasters Head of Innovation will be a key part of the ‘I’m a Barista’ campaign – initially launched at the London Coffee Festival in May 2025 – that has been created to celebrate the skill, creativity, and human stories behind every cup.
Jack says his alignment with FAEMA makes sense due to the brand’s ability to place the barista craft at the centre of its values.
“FAEMA and its campaign ‘I’m a Barista’ perfectly capture what this profession truly represents, the dedication, creativity, and human connection behind every cup,” says Jack.
“I’m drawn to FAEMA’s rare balance of rich espresso heritage and a constant innovation, making this partnership a perfect fit. Being part of a project that places baristas and their craft at the centre, while allowing me to share their stories and FAEMA’s legacy on a global stage, is incredibly meaningful.”
