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The story of the stove-top espresso maker begins in 1918, when Alfonso
Bialetti returned to his native Italy from France, where he had worked in the aluminium industry,
to start a small workshop manufacturing metal household goods.
The actual idea for the stove-top espresso maker came from a simple
washing machine. During the 1920s Alfonso Bialetti observed the local women of Crusinallo washing
their clothes in a sealed boiler with a small central pipe. This pipe would draw up the soapy water
from the bottom of the boiler and redistribute it over the laundry. Alfonso Bialetti hit upon the
idea that he could adapt this washing machine and scale it down to make a simple coffee maker that
would allow Italians to enjoy real ‘espresso type’ coffee in their private homes.
Alfonso Bialetti began tinkering away, building various prototypes. His
prototype stove-top espresso makers were manufactured out of aluminium. This was due to there being
an embargo imposed by Mussolini’s government on stainless steel. As Italy had a rich source of
bauxite (aluminium ore), aluminium became the ‘National Metal’ of Italy.
It was not until 1933, after solving many technical problems, that Alfonso
Bialetti invented the world’s first stove-top espresso maker; the Moka Express. The distinctive
design and octagonal shape of the Moka Express was based on a silver coffee service, popular at the
time in wealthy Italian homes. Alfonso Bialetti claimed of his Moka Express that “without requiring
any ability whatsoever” one could enjoy “in casa un espresso come al bar” – an espresso in the home
just like in a bar (coffeehouse).
Alfonso Bialetti began selling his Moka Express at local, and later
regional markets, managing to make and sell around 10,000 units per year. It was not until after
WWII, when Alfonso’s son Renato Bialetti joined the family business that sales of the Moka Express
really took off. Renato Bialetti realised the potential of the Moka Express and launched a major
national advertising campaign. This risk was greatly rewarded, with increased sales, production
levels had to be raised to a rate of around 1,000 units per day. The Bialetti Moka Express soon
became the market leader in Italy, suppassing sales of the traditional ‘Neopolitan’ percolator
style coffeemaker, in which brewing occurs without pressure. Not only did the Moka Express produce
‘espresso type’ coffee, which Italians adored, it was also brewed coffee much quicker then its
rivals.
Many companies saw the success the Moka Express was enjoying and copied
the design to manufacture their own version of the stove-top espresso maker. This is why, in 1953
Renato Bialetti came up with the idea of adding a company mascot to every Moka Express to help
promote the brand identity that is Bialetti. He used a caricature of his father Alfonso Bialetti to
invent the ‘Omino Con I Baffi’ – little man with a moustache. This mascot proved popular as it
created an image of an Italian father or fond elder relative who had lived their life in the
coffeehouse.
The design of the Moka Express has hardly changed in over 70 years of
manufacturing. Aluminium is still used to this day, as it is claimed that the residue of coffee
from the previous brews, that taints the sides of a Moka pot, adds flavour and depth to future
brews. This is why it is recommended that you do not clean your Moka Express too
thoroughly.
Bialetti, now the world leader in the manufacture of domestic coffee
makers, still strives to offer “in casa un espresso come al bar”. With the improvement in espresso
machines in coffeehouses, Bialetti has sought to develop new technologies, creating new stove-top
espresso maker models. They now produce: stainless steel models, such as the Venus; an electric
model, the Moka Easy; a new pressure system, the Brikka – which produces a ‘crema’ top on your
coffee; and now a stove-top cappuccino maker, the Mukka Express.
James Grierson is the owner of Galla Coffee: http://www.gallacoffee.co.uk
- Uk online retailer of designer coffee accessories. Through the Coffee Knowledge section of his
website he aims to help people understand more about coffee and give them tips on how to make great
tasting coffee in their home. (See Hamilton Beach Coffee
Maker)
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