Espresso Machines for a Booming Asian Market

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By Dan Shryock

In a competitive espresso machine market dominated by Italian manufacturers, a Seattle company is making a name for itself.

Synesso, started in 2004 by former La Marzocco designer Mark Barnett, produces 600-700 espresso machines a year, each built by hand. It looks across the Pacific Ocean to a rapidly growing market that offers sales opportunities for the entire industry. More than 250 Synesso machines have been purchased by customers across Asia. And a company spokesperson says many more will be sold in the years to come.

Recent numbers from the Specialty Coffee Association (SCA) indicate machine manufacturers should have plenty of sales opportunities. SCA reports there was a 435% growth in coffee shops during a 10-year period from 2007 to 2016 in China alone with about 85,000 shops at the end of that period.

Sales in China jumped 45% from 2013 through 2016, totaling $2.9 billion. Annual sales are predicted to increase by 131% to $6.8 billion by the year 2022, according to SCA.

Starbucks has seized this window of opportunity and in December 2017 opened a Reserve Roastery in Shanghai, the largest in the world. The company also reported at the time it is now operating 3,000 stores in 136 cities in China – 600 in Shanghai alone – and is opening a new store somewhere in China at the rate of every 15 hours.

In South Korea, 200 to 300 coffee shops on average open each month, according to published reports. Bean imports reached a record high in 2016 at 159,260 tons, and per-person consumption was estimated at 348 cups a year.

“We’ve been working in Asia for nearly nine years,” said Sarah Palmer, Synesso’s global sales manager. First, the company experienced high growth in South Korea and Japan. “And, now China has really taken off for us in the past year or so.”

Synesso is projecting 20% to 30% growth in sales to Asian markets this year “and I don’t think we’ve scratched the surface,” Palmer said. “I expect significant growth in the next five years.”

Synesso is not alone. Italian machine maker La Marzocco already is making gains in Asian markets. “Sales and volume in Asia have been having a significant impact on production, beginning with exports to China … followed by South Korea, Indonesia, Hong Kong, Thailand, and Vietnam,” said Andrea Curtarelli, La Marzocco’s area export manager for Asia. “The Linea Classic and the Linea PB (machine models) are very successful.”

The company’s forecast “is extremely positive,” Curtarelli said, noting they expect additional interest in smaller nations such as Cambodia, Myanmar, and Laos.

In addition, La Marzocco is targeting countries where specialty coffee is being cultivated and there is a growing interest “to develop a proliferation of micro-roasteries and bean-to-bar cafés,” he said, “a significant phenomenon for the HoReCa sector and an enormous opportunity for industry players.”

Here’s a sample of what’s on the espresso machine market heading into 2018.

Faema

Available in Spring 2018, the E71 Essense is what Faema calls the next step in the evolution of espresso machines. Baristas have the choice of working manually or using a digital system with its integrated touchscreen display to control the process.

Faema’s GTi thermal system delivers high-precision infusion and coffee brew-time regulation. Independent coffee boilers allow for each machine to be set up for a range of blends and specialty beverages.

Other features include:

  • Energy-saving features deliver 40% higher efficiency than standard models.
  • Control over the duration of every extraction stage.
  • Independently set the temperature of each grouphead.

More information: e71.faema.com/faema-e71

La Marzocco

La Marzocco’s Leva, unveiled at HostMilano in October, is a lever-actuated espresso machine that combines a mechanical system with the most innovative features and technology available.

The new design reduces by 50% the force required to operate compared to a traditional lever machine while adding a new safety clutch system.

Other features include:

  • The adjustment of pre-infusion and maximum extraction pressures, delivered by the lever piston, that allow the user to personalize brewing and maintain consistent shots.
  • Independent boilers which allow the barista to optimize temperature for each grouphead.
  • The opportunity to monitor and analyze in real-time more extraction parameters than ever before.

More information: leva.lamarzocco.com

La Spaziale

La Spaziale combines the technological upgrade of its S8 and S9 DSP models with an aesthetic restyling of the two-, three-, and four-grouphead versions to create what the company calls more attractive and functional espresso machines.

The new configurations include the introduction of Eco function to improve energy efficiency. Pushing the Eco button, the barista sets the machine in an energy saving mode that cuts consumption by about 15%.

Other features include:

  • Innovative connectivity system – Spazio_net – so machines can be remotely managed to control parameters, functions, and settings and possible malfunctions.
  • Equipped with an electronic temperature sensor for accurate temperature control and consistency.
  • Aesthetic improvement including new display allowing immediate viewing of the machine’s operating parameters and function symbols.

More information: www.laspaziale.com

Nuova Simonelli

The Aurelia Wave’s aesthetic design is intended to flow like water. Internally, water is equally important for quality coffee and machine reliability. A Smart Water Technology system monitors water quality and reports when quality changes.

The Aurelia Wave offers an easy-to-use yet comprehensive remote control interface. This allows full control over all the steps of extraction, preparation, dispensing and cleaning.

Other highlights include:

  • The machine also is designed to improve energy consumption and eco-sustainability.
  • Pulse-Jet optimizes flowrate and water pressure during the dispensing phase.
  • Ergonomic improvements include a new Auto-purge system that allows sprayheads to be automatically cleaned.

More information: www.nuovasimonelli.it

Quality Espresso

The Visacrem V6+ is touted as the only machine that makes design and espresso technology 100% efficient.

A Visacrem features thermosiphon espresso technology, digital control with temperature/pressure sensors, and one-touch easy-back flush in an aluminum body.  It is available with two or three groupheads.

Other features include:

  • Steam service is triggered by a capacitive touch button.
  • Hot water temperature for teas can be regulated to between 78 and 98ºC.
  • LCD touchscreen for easy programming and set up, USB port to transfer parameters or update software.

More information: www.qualityespresso.net

Synesso

Synesso’s MVP Hydra provides complete control throughout the espresso extraction process, the company reports. Start with Synesso’s MVP technology, add a pump and motor per group and create an independent brewing system with each grouphead.

All Synesso machines are built by hand in Seattle, Wash., according to individual customers’ requests.

Other features include:

  • Baristas can simultaneously run varying pressure on any group without interruption.
  • Each brew group temperature is set separately and maintains a tight tolerance.
  • 4-stage pressure ramping provides flexibility and engagement for espresso recipes.

More information: www.synesso.com

Victoria Arduino

The VA358 White Eagle is the latest addition to the Victoria Arduino line. Designed for the specialty coffee market, this espresso machine adds new features to accommodate baristas’ needs.

The company’s new T3 technology gives each barista the ability to set three temperatures – brewing group, water infusion, and steam. The VA358’s 51-centimeter height also accommodates larger cups and glasses.

Other features include:

  • Available with an “Easycream” system that allows milk to be heated and frothed based on preferences using a steam-air mixing system.
  • Cool-Touch thermally insulated wand protects baristas and speeds cleaning process.
  • Thin film transistor (TFT) display gives barista real-time information as compiled in the T# system.

More information: www.victoriaarduino.com