Corporate
Simonelli Group strengthens Victoria Arduino brand presence with agreement with Suntory Coffee Australia
Simonelli Group strengthens its presence in the Australian market by announcing the launch of Victoria Arduino Australia. Established in partnership with Suntory Coffee, this new entity specifically aims to strengthen the presence and brand awareness of Victoria Arduino throughout Australia from its headquarters in Melbourne.
Indeed, Australia is a trendsetter, a hotbed of new trends in the specialty coffee movement and a benchmark for espresso for all of Asia and the Middle East. A country capable of attracting cutting-edge equipment and leading coffee brands.
Simonelli Group and Suntory Coffee Australia, an international group that has specialized in coffee for many years, have thus signed a new and important agreement for the Australian market also through the opening of the new Experience Lab Victoria Arduino in Melbourne. An achievement that testifies to the strength of the partnership and the people directly involved as it was developed during the lockdown period in Melbourne. The Experience Lab promises to be even closer to the needs of coffee shops and new trends in an ever-evolving industry.
“At a very particular time of global, social and technological transformation, it becomes even more important to be close to strategic markets in order to quickly absorb the winds of change and make available to baristas and specialty chains solutions based on cutting-edge technology and our consolidated knowledge in the world of coffee, developed over many years of scientific research and collaborations with major reference communities, such as the SCA and the WBC,” – said Fabio Ceccarani, CEO of Simonelli Group.
“This will enable each of our customers to offer customized in-cup experiences, optimizing their operating costs. There is therefore a need for a new approach to the market, integrated with our historical Partners, that also leverages digital technologies as a means to enhance the relationship with all stakeholders involved.
From these considerations, fully shared with our historical Partner SUNTORY, the undisputed market leader, which I want to publicly thank here, Victoria Arduino Australia was born, which will make use of its own dedicated organization in direct relationship with Simonelli Group, but still integrated within the Suntory Group.”
The launch of Victoria Arduino Australia and the new Victoria Arduino Experience Lab in Melbourne marks a major investment in the Australian market by bringing the latest and most advanced technology directly to the Australian specialty coffee industry. Dean Divehall, CEO Suntory Coffee recalls “we have together with Simonelli Group created a state-of-the-art laboratory where the industry can explore the latest innovations in coffee equipment. After dealing with the challenges of launching a new business and building a new site during the Melbourne lockdown, we are excited to offer a true ‘playground’ for the coffee industry and a platform for branding and innovation.”
