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The art of expresso
by Staff editor
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Summary
- Espresso? Just Say the Word
- Espresso is Revamping its Image
- The History of Espresso
- How to Make a Good Espresso
- Choosing the Right Blend
- Choosing the Right Espresso Machine
- Not Simply Black: The Espresso Glossary of the Terms
- "Caffè corretto": a
Good Espresso with a Hint of Spirit
Espresso:
just say the word
The word espresso, meaning "very
fast" in Italian, has become an international word. As far as this delicious
cup of strong coffee has conquered the world, you just need to say the word,
no matter if you are asking for it in a cafe-bar in Rome or in fast food in
New York.
 Known
worldwide for its unique aroma and taste; The "espresso" is a particular
method of "fast" brewing invented at the beginning of the 20th century
in Italy.
The "Espresso Coffee Machine"
forces the steam through a dark roasted ground coffee that is in a filter insert
clamped into the machine. This fast procedure prevent all the risks of overbrewing,
allowing just the good qualities of coffee to be preserved in the cup.
A perfect "cup of espresso" is full-bodied, rich in flavor and aroma, with an
exquisitely pleasant lingering aftertaste. The successfully extracted cup of
espresso will be known by the creamy beige layer floating on the top called
crema. These characteristics distinguish espresso from coffee. Real espresso
is the best concentrated essence of the roasted coffee bean can provide. The
stout taste has not to be bitter: a properly crafted espresso is naturally "sweet",
with a slight aftertaste.
Espresso
it's revamping its image
Source: Bar Business
Espresso Redesigning the packaging of blends and opening new
name brand cafes are some of the more significant changes that the main coffee
roasting companies are making t is an effervescent and dynamic market.
In short, this is the current status of the Italian coffee market. Coffee roasting
companies have recently been changing the image of their products and have been
opening name brand cafes.
These are steps that companies are obliged to take considering the competition
in the coffee roasting industry, especially in the coffee bar sector.
It is an extremely fragmented industry, with a few national companies such as
Illycaffè, Lavazza, Segafredo Zanetti, Hausbrandt Trieste 1892, Mokarabia and
Consorzio Grancaffè. There is also a myriad of companies that operate on a regional
or multi-regional level, including Vergnano, Danesi, Essse Caffè and Filicori-Zecchini.
Before taking a closer look at the new products and projects created by the
larger companies, let's focus on the coffee market in Italy. During the period
of January-November 2002, Italy imported 346,758 tons (approximately 6 million
bags) of green coffee, valuing 374 million euro (data ISTAT). During the same
period, Italy exported 58,871 tons of roasted coffee, with a total value of
309 million euro (data ISTAT).
Compared to 2001, exports increased by 10.7% in volume and 9.5% in value. These
statistics illustrate that foreign markets are becoming increasingly important.
"Exports will be the business of the future - confirms Alfredo Danesi, president
of Danesi Caffè, a company that operates mainly in Central-Southern Italy -
Already today, 30% of our company turnover derives from exportation, but it
is clear that these percentages will soon increase". Segafredo Zanetti is also
paying particular attention to foreign markets. It recently opened Segafredo
Zanetti Denmark, a sales company in Denmark where the rate of coffee consumption
is a very high, 6.5 kg per capita a year. Segafredo Zanetti is currently present
in 100 countries all over the world, with 27 companies.
It is important to note that quality is becoming a fundamental factor in the
world of coffee. "In general, companies focus on select, quality blends and
holding of coffee tastings, a bit like what has happened in the wine industry"
explains Giovanna Caprioglio of the marketing department of Hausbrandt Trieste
1892. "Today quality has become a decisive factor, because cafe and restaurant
operators have realised that customers are increasingly demanding - emphasises
Danesi - For this reason, we have always focused on the aspect of quality".
Illycaffè has certainly made quality its goal. The company from Trieste has
built a new high tech roasting plant that spans 1,290 square meters in order
to double its production capacity. "We have faced the current economic situation
by continuing to invest in development - says managing director Andrea Illy
- Our strategy consists of seeking to be the leader in quality on a global level".
2002 was a very positive year for illycaffè. Its turnover went from 183.5 million
euro in 2001 to 193.3 Euro in 2002, equalling an increase of 5.3 percent. Its
net profits totalled 11 million euro, representing an increase of 7.6 percent.
These positive numbers accompany the increase of 5% in domestic sales and 11%
in sales abroad. How I have changed my look Lavazza and Consorzio Grancaffè
are two representative examples of how companies are renewing their images.
Lavazza has launched a new line of coffee for the coffee bar sector called Blu
Ribbon, with a label featuring white writing on a rectangular blue background.
It is an international redesign project, created and produced in order to relaunch
Lavazza products for out of home consumption and to emphasise the identity of
the brand within the locales that serve Lavazza.
The
History of Espresso
 Espresso
was invented in 1903 by Luigi Bezzera, the owner of a manifacturing businness.
Tired of complaining against his employees who where spending too much time
off with their coffee breaks, he introduced the idea to press the coffee during
the brewing process and, based on this idea, he patented the first prototype
of the "Espresso
Coffee Machine".
Only later he discovered that the taste of the coffee was much better. The faster
brewing time, in fact, allowed to extract just the best qualities of the coffee
bean and to prevent other qualities that could damage the taste of the product.
As "father" of the espresso, mr. Bezzera was not lucky when he tried
to launch this "revolutionary" cup of coffee in the Italian market.
In 1905 Desidero Pavoni bought the rights of the espresso machine patent and
succeded immediately opening several kiosks "Espresso
Coffee Machine".
Significant improvement to the "Espresso Coffee Machine"
was provided in 1948 by Gaggia that was capable of producing a higher and more
exact pressure upon the grounds. But the precursor of the modern machines was
created in 1960 by the FAEMA which employed an electric pump to supply the pressure.
continue...
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