Capresso, one of the first companies to tap into the burgeoning craft coffee movement, is marking its 25th anniversary this year with an expanded assortment of differentiated products and continuing commitment to helping consumers capture the coffee shop experience at home.
“Capresso’s tagline is ‘Best in Brewing,’ which encompasses everything we have to offer,” said David Shull, evp/marketing and communications for Jura Inc., Capresso’s parent company since 2008. “Our products can be bundled for a strong merchandising story, whether it’s a coffeemaker, grinder and milk frother for a coffee shop experience at home, or an espresso machine and top notch grinder for the first-time barista.”
Capresso, with a brand name based on the combination of words “cappuccino” and “espresso,” was founded in 1995, debuting the Capresso CoffeeTeam, the first coffeemaker/burr grinder combination. Other industry firsts followed, including the first pump espresso machines with stainless steel lined ThermoBlock, the first stand-alone automatic milk frother for home use, the first automatic coffeemaker with a stainless steel thermal carafe and stainless steel lined heating system, and the first burr grinder with an exclusive electronic sensor.
“For 25 years, Capresso has been on the cutting edge of quality in brewing coffee at home,” Shull said. “We started with only four coffee and tea products and have expanded our current line to over 40 products in multiple categories. The significant changes have been adding new categories like automatic milk frothers, iced tea makers and care products, as well as differentiating the products into a good, better, best strategy.”
“Brewing coffee at home is a growing trend in 2020, and we see conical burr grinders, like our Infinity series, are trending up,” Shull added. “Customers want to replicate their favorite café style beverages at home, and freshly grinding your coffee right before brewing is the easiest way to improve your home brewing experience. We have also seen an uptick in espresso machine sales during the first half of the year.”
For more on Capresso, see the July 13, 2020, issue of HOMEWORLD BUSINESS®.