European Speciality Tea Association welcomes Simonelli Group as member of the association

European Speciality Tea Association were pleased to welcome major espresso machine manufacturers Simonelli Group as member of the association. Both parties are working on an agreement to collaborate in the areas of tea education, research and development and also events.

Membership certificate European Specialty Tea Association – Simonelli Group


ESTA are in the process of developing their education offering, the Tea Certification Programme, four modules covering Introduction, Botanicals and Camellia sinensis are already available to be delivered in classroom or on line, with others, including Tea Barista Skills are now being created. Coffee Knowledge Hub by Simonelli Group – offering over thirty coffee courses from educational leaders, delivered on line and through a network of training centres worldwide – will add ESTA tea courses in its educational platform in order to contribute to the growth of tea knowledge.


Simonelli Group has developed a coffee machine under the Victoria Arduino brand – the Black Eagle Maverick – which is able to brew loose leaf tea to a very high standard. ESTA see this as a great opportunity to start the engagement process with coffee shop owners and baristas which is key to the growth of the speciality tea community.

With the Black Eagle Maverick , Victoria Arduino brand introduced Pure Brew Technology, a revolutionary method of espresso extraction and filter coffee and tea extraction. Pure Brew is a unique patented technology, using a conical double mesh filter, that can extract the subtle flavours and aromas from different types of tea or coffee. “The brilliance of this new technology also lies in its extreme simplicity of use and the business possibilities it offers – said Lauro Fioretti, Education & Knowledge Manager at Simonelli Group. “Incorporating all technologies into the brew head along with other patented innovations, operators are saving space, reducing complexity and are improving speed of service. These improvements are not only reducing costs but additionally providing the operator with more options to differentiate and expand their menu. For the first time ever, with Pure Brew you can make a perfect cup of tea, enjoying all its subtle flavours. Equal to the traditional method, but with greater ease, speed and flexibility.”

Tea extraction with Black Eagle Maverick


Both organisations have a high level of activity at events around Europe and hope to be able to work together to use this channel as a means of engaging with consumers and professionals to increase knowledge and understanding of speciality. Simonelli Group have recently opened a showroom and experience lab in London at Camden Town and ESTA hope to be able to use this resource to deliver education and other benefits to the coffee and tea industry in the UK.

“We are really pleased to welcome Simonelli Group as members of our association – said David Veal, Executive Director of European Speciality Tea Association. “The collaboration announced today will help us promote our concept of the tea barista and improve our engagement with the coffee shop/café sector, something which we see as really important to the future promotion and growth of speciality tea.”

“We are very proud to be European Speciality Tea Association member– said Giovanni Fucili, Simonelli Group EMEA Sales Director. “The membership is an important step of our path of empowering coffee and tea communities to provide the best cup experience, investing to constantly improve the technical and environmental performance of our machines, offering educational opportunities and sharing our knowledge with the community”

On the left Giovanni Fucili, Simonelli Group EMEA Sales Director; on the right David Veal, Executive Director European Speciality Tea Association

About European Speciality Tea Association

European Speciality Tea Association is an inclusive organisation whose mission is to create and inspire excellence in the speciality tea community through innovation, research, education and communication.
With members from over 50 countries representing all parts of the tea supply chain from producers to tea baristas, European Speciality Tea Association is helping to generate a vibrant speciality tea community across the world and is dedicated to promoting great quality tea in all of its forms to create a new sensory excitement amongst tea drinkers.

About Simonelli Group SpA

Simonelli Group is a leading Italian company, operating in the coffee industry sector and producing professional and home espresso coffee machines and grinders.
The company, present on the market with two brands (Nuova Simonelli and Victoria Arduino) tailoring two different market segments, has a turnover of more than 100 million euros and an export exceeding 95%, an outstanding percentage for a SME of around 150 employees. Revenue growth (from 19M€ in 2009 to 115M€ in 2021), profitability and customer retention values have been remarkable also in COVID pandemic times.

Innovation, design, service support, sustainability and education are key pillars in the Simonelli Group’s strategy.

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