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Advanced engineering and traditional craftsmanship are the driving forces of Rocket Espresso, a coffee machine manufacturer setting the standard for high-end domestic coffee making. We sat down with Jacopo Bambini, the company’s marketing director, to discover more about the brand and learn some precious tips on coffee making.
Rocket Espresso machines are highly regarded among home baristas for their combination of elegant design, high-end features, and exceptional coffee quality. What inspired the founding of Rocket Espresso, and how has the brand evolved over the years?
Rocket Espresso was founded with the vision of creating the finest espresso machines that combine traditional craftsmanship (Fatto a Mano, translating to made by hand) with cutting-edge technology. Our founders, Andrew Meo and Daniele Berenbruch, were driven by a passion for espresso and a desire to elevate the home coffee experience to professional standards. Over the years, Rocket Espresso has evolved by continually refining our designs and staying true to our commitment to quality. We’ve expanded our product range to cater to both home baristas and commercial settings, always ensuring that our machines deliver exceptional performance and beautiful aesthetics.
What is the story behind the Rocket Espresso name, and what does it signify for the brand?
The name “Rocket Espresso” has an interesting origin that ties back to New Zealand. Jeff Kennedy and Andrew Meo, who were originally responsible for the distribution of domestic machines in New Zealand during the early 2000’s found out that the company was in financial difficulties. After further investigation, in 2007 Kennedy and Meo, along with Daniele Berenbruch, purchased the rights to manufacture the company’s domestic espresso line of machines. The two domestic models were originally called the ‘Giotto’ and ‘Cellini’.
Kennedy had previously renamed these early machines “The Rocket” for the New Zealand market, a name that he thought better suited the product and its qualities. When Kennedy, Meo, and Berenbruch purchased the rights to produce the domestic line of machines, they built on this legacy and rebranded the company as Rocket Espresso Milano. The name “Rocket” thus signifies the brand’s commitment to advanced engineering, superior performance, and a bold, innovative approach.
Including “Milano” in the name not only highlights that our coffee machines are produced in Milan but also conveys the values of quality, innovation, fashion, and design associated with the city.
It reflects the founders’ mission to transform a troubled company into a prestigious brand that blends traditional Italian craftsmanship with cutting-edge technology, creating exceptional espresso machines for home baristas and commercial setups.
What core values and beliefs define Rocket Espresso, and how do these principles influence the design and manufacturing of your products?
At Rocket Espresso, our core values are quality, craftsmanship, authenticity and innovation. We believe that the best espresso machines are those that are meticulously crafted with attention to detail and a deep understanding of the art of espresso making. These principles guide every aspect of our design and manufacturing process. We source the finest materials, employ skilled artisans, and integrate advanced technologies so that our machines continue to produce the finest espresso possible, whilst being a beautiful addition to any space. Our commitment to these values ensures that every Rocket Espresso machine is built to last and capable of producing exceptional coffee, time after time, or shot after shot!
These values are also reflected in our choice of personnel, whom we call “Rocket people.” Every person, from production to the offices, shares a passion for coffee and coffee machines, along with the desire to deliver an exceptional result to the eyes, taste, and palate of our customers.
This mix of craftsmanship and passion for coffee unites and defines us.
Could you share a bit about your background and the journey that led you to work at Rocket Espresso?
I’ve been in the coffee machine industry for over ten years, always having a strong interest in product development, marketing, and customer satisfaction across various previous roles, not necessarily tied to coffee machines. My transition into the coffee machine sector was driven by my passion for espresso.
Before joining Rocket Espresso at the end of 2021, I gained experience working for a market leader in professional coffee machines, though not a direct competitor of Rocket Espresso. During this time, I witnessed how the domestic coffee machine market gained significant brand awareness, amplified by increased interest during the pandemic when people were more inclined to invest in high-quality coffee experiences directly at home.
The opportunity to join Rocket Espresso was a chance for me to contribute to the company’s growth, bringing structure and innovation to product marketing. It’s been an exciting journey from the outset, a professional challenge that continually impresses me with the strength of the Rocket Espresso brand and its deep-rooted presence in the minds and hearts of consumers seeking superior coffee experiences in their own homes.
What is the real path to achieving satisfying coffee quality with a semi-professional coffee machine at home, considering that price and advanced features do not automatically guarantee better results?
Often, consumers, perhaps with a certain spending capacity, buy a machine with more features thinking that it will automatically translate into better coffee quality. In reality, that’s not the case.
It’s crucial to understand that it’s a journey, and each of us is at a different starting point when we decide to begin. If I’m just starting out, I don’t need a machine with advanced pressure profiles or a double boiler, risking not understanding how to operate it correctly and ending up disappointed with the coffee result. I need to start from my initial level; passion and training gradually lead me to improve, and Rocket Espresso supports me in this process with offers and proposals suitable for each stage of my development.
Moreover, to achieve good espresso quality, we talk about the 5 Ms: “macchina” (meaning ‘coffee machine in Italian, it’s important to have a good one), “miscela” (Italian for ‘blend’), “mano” (meaning ‘hand’, or the barista’s preparation skills), ‘macina-dosatore’ (meaning ‘grinder’).
Finally, the fifth M, often underestimated, is “manutenzione” (meaning ‘maintenance’). A semi-professional coffee machine, like professional ones, requires regular maintenance. Taking care of it is essential to achieve satisfactory coffee results. If instead, I think I can leave the machine there and use it only occasionally to make coffee, I will surely be disappointed with my expectations.
Rocket Espresso has a very strong presence on Instagram: how do you conduct marketing activities and build brand awareness?
We target a specific clientele deeply immersed in the world of coffee and seeking a unique experience. To achieve this, we adopt an experiential strategy. We collaborate with authentic influencers who are passionate about the Rocket Espresso brand, sharing their enthusiasm through posts and stories on social media platforms like Instagram. These influencers, often loyal customers who have purchased our products, create positive and genuine interaction with our audience.
Our goal is to promote the culture of high-quality coffee globally, which is why we participate in numerous industry fairs affiliated with the Specialty Coffee Association (SCA). Events such as “World of Coffee,” like the upcoming one in Copenhagen at the end of June, provide us with opportunities to showcase our latest products and directly engage with our audience.
Additionally, we sponsor competitions organized by the SCA, supplying our machines for events like the Village Roaster, where micro-roasters present their coffees using our machines. We are also sponsors of the global World Coffee in Good Spirits Championship in Copenhagen, providing our machines for the preparation of drinks in this competition that highlights skills in blending coffee with spirits.
Rocket Espresso has a well-known connection to the cycling community. Can you tell us more about how this relationship began and how it influences the brand today?
Our connection to the cycling community began organically, rooted in shared values of precision, performance, and passion. Many of our team members, including one of our founders, are avid cyclists, which naturally wove cycling into our brand’s identity. One significant milestone was the creation of a limited edition espresso machine to celebrate the 100th anniversary of the Giro d’Italia in 2009. This machine featured unique design elements such as the names of all past winners engraved on it, making it a prized machine amongst cycling enthusiasts.
Following this, we partnered with Rapha to produce a custom espresso machine, further cementing our ties to the cycling world. This collaboration led to increased interest from professional cyclists like Mark Cavendish and Bradley Wiggins, who began using and endorsing our machines. Word spread throughout the peloton, and many other professionals started requesting custom machines, often to commemorate major wins or to thank teammates for their support.
We also leveraged social media with campaigns like “With a Rocket Espresso machine in your kitchen you will be #faster: #fact,” which positioned Rocket Espresso machines as essential for cyclists aiming for peak performance. The tagline suggested that having a Rocket Espresso machine in your kitchen could make you “faster,” playing on the shared values of speed and efficiency cherished by cyclists. This clever use of social media helped reinforce our brand’s connection to the cycling community and promoted the idea that excellent espresso can enhance an athlete’s lifestyle.
This deep connection with the cycling community influences our brand today by reinforcing our commitment to excellence, innovation, and community. We sponsor professional cycling teams (including Bahrain Victorious, Soudal Quickstep and Tudor Pro Cycling teams), and we often find that our customers share this enthusiasm for cycling. This relationship not only strengthens our brand but also creates a sense of shared passion and community among our users, which we deeply value.
What are some of your most popular or beloved espresso machines, and what do you think makes them stand out to customers?
We have several machines, but two of them have become iconic for different reasons in my opinion. The first one is definitely the Giotto, which was Rocket Espresso’s first machine launched in 2007 and has become a symbol of our brand. This machine is part of the Cronometro platform, a name inspired by the cycling world. The Giotto features an e61 group head, originally used in professional coffee machines, ensuring a consistent and stable temperature essential for high-quality espresso. The Giotto’s design, with its diamond-shaped side panels and polished stainless steel, was highly innovative in 2007 and continues to embody the elegance and premium quality associated with our brand. This emphasis on design is ingrained in Rocket Espresso’s DNA.
The second machine I’d like to mention is the Appartamento, which has become iconic for its design and customization options. The machine’s side panels have distinctive indentations that can be customized with different colors. This customization option has been very popular among our customers, allowing them to have a unique Rocket Espresso machine tailored to their preferences and tastes.
Recently, we introduced the Appartamento TCA, which includes a new electronic system called Temperature Control Adjustment (TCA), offering our customers the ability to control the water temperature even in the entry-level model. This was a bold step for us, similar to Fiat’s project with the 500, where we evolved an icon by maintaining its essence while introducing significant improvements.
Are there any meaningful moments or milestones in the history of Rocket Espresso that you would like to share with us?
There are several milestones that stand out in Rocket Espresso’s history. One significant moment was the launch of our first machine, the Rocket Espresso Giotto, in 2007. This model set a new standard for home espresso machines with its combination of classic design and professional performance. The Giotto’s distinctive angled sides and high-quality construction made it a favorite among coffee enthusiasts and established Rocket Espresso as a leader in the home espresso machine market.
Another milestone was our expansion into the commercial market with machines like the R9, designed to meet the demands of the most discerning baristas and coffee shops. Additionally, our ongoing collaborations with world-class cyclists and sponsorship of cycling teams have been both meaningful and rewarding, solidifying our brand’s presence in both the coffee and cycling communities.
Most recently, Rocket Espresso has expanded its partnerships to include world-class triathletes, such as Jan Stratmann and Kyle Smith, who embody the same dedication to performance and excellence that our brand stands for. These moments reflect our growth and our continuous commitment to improvement in everything we do.
Among the most iconic brands with a long-lasting legacy, which one is your favorite and why?
If we were to think of a brand outside of the coffee machine world, Rolex would be our choice. This is because Rolex embodies a blend of craftsmanship, iconic design, advanced technology, and a passion for detail. We find many points of connection with these values in our approach at Rocket Espresso.
Moreover, it’s interesting to note that some key managers at Rolex in Switzerland are enthusiasts of our Rocket Espresso machines. Last year, we had the honor of hosting a visit from some of them here. It was an exciting moment for us, as it demonstrates how genuine passions can create truly spontaneous connections.
What advice would you give to someone who is new to using a high-end espresso machine at home?
My main advice would be to follow your passion, but never underestimate the importance of dedication and determination. When embarking on this journey, it’s crucial to be honest with yourself about your skills and knowledge to choose the right machine and achieve the best possible results in your cup.
Furthermore, it’s essential to be patient in the pursuit of the perfect coffee. Perfection is not achieved immediately; rather, it’s a process that requires practice and adaptation. Also, the choice of other influential factors such as coffee type, grinder and doser, and water quality should not be overlooked. These factors play a crucial role in achieving a satisfying experience and avoiding disappointment.
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