Coffee lovers are increasingly looking to bring the quality and precision of commercial espresso machines into their kitchens.
It’s the product that gets most of us moving, a ritual that subconsciously creates such powerful moments in our day that it’s no surprise many coffee drinkers are embracing the craft at home.
Espresso Company Australia (ECA), the Australian partner for Rocket Espresso, has seen a rise in the coffee-at-home trend and particular interest over the past two years with many Australians looking to add a sense of structure to their day.
“We are all aware of the shift to working from home. People missed the structure of a coffee break, so for many this was a great reason to add a home espresso machine into their kitchen and create a sense of normality themselves,” says ECA chief executive Charles Stephens.
Founded in Milan in 2007, Rocket Espresso is known for its high-quality equipment and operates under the tagline ‘‘fatto a mano’’, which translates to ‘‘made by hand’’ – as is each home espresso machine in its Milan factory.
The company manufactures scaled-down versions of commercial machines that appeal to coffee lovers who enjoy the process of making their own cafe-style espresso coffees.
“It’s a community, where people can connect and socialise over coffee,’’ Stephens says. ‘‘Once you get a coffee machine, it doesn’t just sit on the bench, there’s a world of exploration that comes with it.”
The Rocket ‘‘family’’ connect over online platforms and the uptick in home users was reflected in Rocket Espresso’s engagement metrics on social media, where owners regularly share coffee stories, recipes and photos using the hashtag #rocketathome.
The iconic Giotto was the sole model in the Rocket Espresso range when the brand launched, but today demand is such that Rocket offers more than six models and limited releases. It has something for everyone with a variety of functions and designs to choose from, whether it’s the distinctive Appartamento or the industrial finish of the Mozzafiato.
“Each model is beautifully crafted and performance driven to produce a great coffee at home,” says Stephens.
Distinguishing itself from other players in the market through commitment to quality and progression for the range, Rocket uses brass, copper and stainless steel – metal components that are critical to the build quality and the taste of the espresso.
Each machine is fitted with varying features so the home barista can make a choice based on their current coffee journey or invest in where they would like to progress. From vital temperature stability for each model to variable controls in temperature and pressure for the top models, making one’s own coffee opens up a world to be immersed in.
“There’s a kind of romance about making your own coffee,” says Stephens. “It’s the seduction of the process and the satisfaction of making something that gives such satisfaction.”
Stephens believes the result of the home espresso movement will only continue to improve the quality of coffee in Australia.
“The Rocket family are more in tune with flavour development and the craft of a barista than ever. This inspires roasters to continue to explore green bean options and roast profiles, baristas to experience variety in techniques and flavours and equipment manufacturers to offer the right tools to create the best coffee at home.”
Australia’s coffee culture is recognised globally, and the strong connection between industry and consumers is paramount in the movement for better espresso in the home, Stephens says.
Originally Published by the Sydney Morning Herald, in collaboration with Espresso Company Australia.