THE BIALETTI MOKA EXPRESS: ITALIAN ICON, PERFECT GIFT

What if we said Omino coi baffi (Little Man with a Moustache)? In Italy there is no doubt: Alfonso Bialetti, the inventor of the coffee maker most loved by Italians

Everyone knows Italy is crazy about coffee. There is a  coffee machine in every Italian home, or, better, more than one. Its design together with the ritual of preparation are an integral part of everyday life. The unmistakable scent and sound that envelop the home, comfort the hearts and tell about family. The Moka Express Bialetti, marks, in fact, the fundamental moments in the life of most Italians since 1933.

A little piece of home away from home.

Memories and stories about the moka coffee maker are part of us. Coming with the image of our grandmas preparing coffee after the Sunday lunch. Or our mums preparing caffellatte in the morning. As well as for our first adventures with friends likewise preparing coffee in a camping: the little comfort away from home. Often was the gift for a new home, and, more often a family heritage passing father to son. At the beginning of the last century, millions of Moka Express coffee-makers embarked on a journey to America. Stored in the luggage of migrants. This is why the moka coffee maker, will certainly continue to be an integral part of our culture.

The story of Alfonso Bialetti: a willing boy who invented the moka

Bialetti is, therefore, the story of a small Italian miracle. A story that begins in Crusinallo, a small town near Omegna, in Piedmont. It is the dawn of 1900 and the young Alfonso Bialetti opens a small workshop. Soon, the workshop transforms into a foundry producing finished aluminum products. In 1933 the intuition: to prepare coffee at home with a revolutionary method powered by water pressure. Alfonso, therefore, registers the patent starting the artisanal producion of coffee makers. Carrying on even during the Second World War. Despite the total lack of coffee, Italians will continue, in short, to use the moka. Preparing coffee with any substitute, from chicory to barley, from rye to fruit.

The Fifties and Television

With the end of the terrible  WWII conflict, everything changes. In fact, a period begins that has gone down in history as the Italian miracle. The economic Boom arrives, with a strong growth in well-being. Italy soon becomes famous throughout the world for the production and export of high-tech products. A success based on innovation and design from vehicles to household appliances. The symbol of this period is the television. The device spread rapidly after the birth of the Rai (Italian Radio and Television) broadcaster, which began broadcasting on January 3, 1954. Obviously, not everyone had a TV at home, as it was a very expensive appliance. So it was the bars (coffe houses) that bought one and made it available to customers. Becoming even more centers of social aggregation especially opening up to women and children. Dozens, sometimes hundreds of onlookers, all curious to watch quizzes, sporting events, the news and the Carosello.

L’Omino coi baffi pops on camera.

Carosello was an advertising television program, broadcast by the national network since 1957. For twenty years it aired every day, around 8 pm, except Good Friday. It was composed of a series of clips (often theatrical-style comic sketches or musical interludes) followed by commercials. With a plot generally independent from the advertised product. The clips were made like any professional film. Bialetti immediately understood the potential of such a powerful vehicle as television, investing in Carosello. Created by the designer Paul Campani, and inspired by the figure of Renato (Bialetti’s son), the Little Man with a Moustache became famous. It is still visible today on the logo of the Bialetti Industrie Group. The slogan “Eh sì sì sì… sembra facile (far un buon caffè)!” (yes! it seems to be easy to make a good coffee) it became a real catchphrase. Many Italians still remember it.

So cool! Coffee makers to use and collect

The Moka Express is wearing its 90 years very well. Not only is it still present in the hearts and homes of Italians, but it is famous throughout the world. Celebrated in cinema, present in the most prestigious design museums. It is a true Italian icon. Today it is getting a makeover, changing shape and color, becoming even more of a myth and a collector’s item. Just go into one of the beautiful Bialetti stores to admire the new collections. From the classic Moka Express, to a new range of products. Exhibiting new colors and finishes as in the Bialetti Exclusive collection. Lovers of big names will not remain indifferent to the brend new Dolce and Gabbana and MacKenzie-Childs collection. Fans of the Netflix TV series Bridgerton, finally, will be able to show off the new collection in blue and gold. A must-to-collect for fans of the series.

The Italian style of coffee: since 2013 the espresso tour of Rome

Gourmetaly’s Espresso, Gelato and Tiramisu tour has reached its eleventh year of activity. In this decade we have accompanied thousands of travellers to discover the Italian taste and tradition of coffee. Revealing history, anecdotes, habits and differences about coffee in Italy. From this year onwards, our coffee tour offers privileged access to one of the iconic Bialetti single-brand shops. With the aim to show you the behind the scene of a lttle, big, Italian miracle. You will discover how to prepare a perfect moka, feeling, in conclusion, just like pampered guests in an Italian home.

Il momento magico della degustazione del caffè Bialetti nello splendido store vicino al Pantheon

Book your gastronomic adventure with us now. Surprises and exclusive gifts await you!