A
EXPRESS
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RU

IT

O
The story of the geyser coffee maker made in the Biatelli factory that has become a symbol of Italy
ACCORDING TO LEGEND, THE IDEA OF CREATING AN EASY AND INEXPENSIVE HOME COFFEE MAKER CAME TO BIALETTI WHILE HE WAS OBSERVING THE PROCESS OF WASHING CLOTHES
EXPRESS
M
K
IT
RU
O
А
The story of the geyser coffee maker made in the Biatelli factory that has become a symbol of Italy
ACCORDING TO LEGEND, THE IDEA OF CREATING AN EASY AND INEXPENSIVE HOME COFFEE MAKER CAME TO BIALETTI WHILE HE WAS OBSERVING THE PROCESS OF WASHING CLOTHES
Alfonso Bialetti and his family in the early 1930s. Right — eldest son of Renato, who would later head the family business
1919
After World War I, Alfonso Bialetti returned to Crusinallo, his hometown, from France. After working for ten years in the French aluminum industry, he founded his own company in Italy that produced aluminum products for the home: Alfonso Bialetti & C. Fonderia
1919
After World War I, Alfonso Bialetti returned to Crusinallo, his hometown, from France. After working for ten years in the French aluminum industry, he founded his own company in Italy that produced aluminum products for the home: Alfonso Bialetti & C. Fonderia
Alfonso Bialetti and his family in the early 1930s. Right — eldest son of Renato, who would later head the family business
Metal boiler for boiling and washing clothes
Near his workshop, some women were boiling linens in a closed cauldron with a small hollow tube in the center. When heated, the soapy water rose from the bottom of the boiler up through the tube and spread evenly over the linen. Bialetti was curious and decided to apply this simple principle of physics to coffee making
Metal boiler for boiling and washing clothes
Near his workshop, some women were boiling linens in a closed cauldron with a small hollow tube in the center. When heated, the soapy water rose from the bottom of the boiler up through the tube and spread evenly over the linen. Bialetti was curious and decided to apply this simple principle of physics to coffee making
This small but important change made it possible to replace a bulky and complex restaurant espresso machine with an inexpensive household coffee maker, thereby making coffee much more accessible to most Italian families
1933
The geyser-type coffee maker with the famous octagonal shape was created and subsequently patented by Alfonso Bialetti and the Italian inventor Luigi de Ponti in 1933. Just as it is today, the coffee maker consisted of three parts: a lower tank to heat water, a filter funnel for ground coffee, and the upper area where the finished coffee enters
At the same time, major manufacturers of espresso machines, such as La Pavia, Cremonesi, and Gaggia were also experimenting with steam pressure in their inventions. But they focused on expensive and large machines made of brass, copper, and steel
BIALETTI'S SOLUTION WAS MORE COMPACT AND SIMPLE. HE USED AN INEXPENSIVE ALUMINUM ALLOY
The «mother» of all Moka, the original prototype. The first items were made of aluminum with bakelite handles
This small but important change made it possible to replace a bulky and complex restaurant espresso machine with an inexpensive household coffee maker, thereby making coffee much more accessible to most Italian families
1933
The geyser-type coffee maker with the famous octagonal shape was created and subsequently patented by Alfonso Bialetti and the Italian inventor Luigi de Ponti in 1933. Just as it is today, the coffee maker consisted of three parts: a lower tank to heat water, a filter funnel for ground coffee, and the upper area where the finished coffee enters
At the same time, major manufacturers of espresso machines, such as La Pavia, Cremonesi, and Gaggia were also experimenting with steam pressure in their inventions. But they focused on expensive and large machines made of brass, copper, and steel
 
BIALETTI'S SOLUTION WAS MORE COMPACT AND SIMPLE. HE USED AN INEXPENSIVE ALUMINUM ALLOY
The «mother» of all Moka, the original prototype. The first items were made of aluminum with bakelite handles
At the same time, coffee was becoming increasingly popular and consumption was on the rise. In the mid-1930s, Italy invaded Ethiopia, a country that was a major producer of coffee beans. Despite the subsequent post-invasion economic sanctions by the League of Nations, both Ethiopia and Brazil continued to supply Italy with coffee beans
The success of the Bialetti device was based not only on the high speed of preparation and the quality of the taste, but also on the importance that aluminum had acquired in Italy in the 1930s.

At the time, Italian Prime Minister Benito Mussolini imposed an embargo on foreign stainless steel for ideological and commercial reasons. Italy had rich deposits of aluminum ore bauxite, which was designated a «national metal»
ALUMINUM AND COFFEE WERE THE SYMBOLS OF MODERN LIFE FOR ITALIANS IN THE 1930s. ALFONSO BIALETTI SUCCESSFULLY COMBINED THEM INTO ONE REVOLUTIONARY INVENTION
At the same time, coffee was becoming increasingly popular and consumption was on the rise. In the mid-1930s, Italy invaded Ethiopia, a country that was a major producer of coffee beans. Despite the subsequent post-invasion economic sanctions by the League of Nations, both Ethiopia and Brazil continued to supply Italy with coffee beans
At the time, Italian Prime Minister Benito Mussolini imposed an embargo on foreign stainless steel for ideological and commercial reasons. Italy had rich deposits of aluminum ore bauxite, which was designated a «national metal»
The success of the Bialetti device was based not only on the high speed of preparation and the quality of the taste, but also on the importance that aluminum had acquired in Italy in the 1930s
ALUMINUM AND COFFEE WERE THE SYMBOLS OF MODERN LIFE FOR ITALIANS IN THE 1930s. ALFONSO BIALETTI SUCCESSFULLY COMBINED THEM INTO ONE REVOLUTIONARY INVENTION
The slogan for the first advertising campaign of the Bialetti factory was «In casa un espresso come al bar», which means «In the house, espresso just like the bar».

This coffee maker was created partly in response to the challenging economic times many Italians were experiencing. They could no longer afford to go to coffee shops to enjoy their favorite espresso
IN THE HOUSE — ESPRESSO JUST LIKE THE BAR!
This coffee maker was created partly in response to the challenging economic times many Italians were experiencing. They could no longer afford to go to coffee shops to enjoy their favorite espresso
IN THE HOUSE — ESPRESSO JUST LIKE THE BAR!
The slogan for the first advertising campaign of the Bialetti factory was «In casa un espresso come al bar», which means «In the house, espresso just like the bar»
THE WARS
STARTED
AND BIALETTI
WAS FORCED
HIS
FACTORY
НО НАЧАЛАСЬ ВОЙНА.
И БИАЛЕТТИ
БЫЛ ВЫНУЖДЕН ЗАКРЫТЬ
СВОЮ ФАБРИКУ
TO CLOSE
HOWEVER,
THE WAR
STARTED
AND
BIALETTI WAS
TO CLOSE
HIS
FACTORY
HOWEVER,



FORCED
IN 1946 RENATO BIALETTI, SON OF ALFONSO, RETURNED FROM A GERMAN POW CAMP AND CARRIED ON WITH THE FAMILY BUSINESS
IN 1946 RENATO BIALETTI, SON OF ALFONSO, RETURNED FROM A GERMAN POW CAMP AND CARRIED ON WITH THE FAMILY BUSINESS
The new Moka Express model was a reference. Patent Nº 34833, 1950-1951
Sculpture Moka Express made of aluminum — Bialetti advertising used at the 1954 Milan Trade Fair
Renato Bialetti started producing coffee makers on an industrial scale, and launched an active marketing campaign using outdoor advertising, radio, newspapers, and magazines
1950
Sculpture Moka Express made of aluminum — Bialetti advertising used at the 1954 Milan Trade Fair
Renato Bialetti started producing coffee makers on an industrial scale, and launched an active marketing campaign using outdoor advertising, radio, newspapers, and magazines
1950
The new Moka Express model was a reference. Patent Nº 34833,
1950-1951
Renato Bialetti, mid 1950s
Illustrated instructions for use from the Bialetti factory
To protect the Moka Express coffee maker from possible imitations, in 1953 Alfonso Bialetti came up with the clever idea of  ​putting a drawing of a «mustachioed Little Man» by artist Paul Campani on the front. There are rumors within the company that the image is a caricature of Alfonso himself, but archival photographs have established a certain resemblance to his son, Renato Bialetti
1953
To protect the Moka Express coffee maker from possible imitations, in 1953 Alfonso Bialetti came up with the clever idea of  ​putting a drawing of a «mustachioed Little Man» by artist Paul Campani on the front. There are rumors within the company that the image is a caricature of Alfonso himself, but archival photographs have established a certain resemblance to his son, Renato Bialetti
1953
Renato Bialetti, mid 1950s
Illustrated instructions for use from the Bialetti factory
To protect the Moka Express coffee maker from possible imitations, in 1953 Alfonso Bialetti came up with the clever idea of putting a drawing of a «mustachioed Little Man» by artist Paul Campani on the front. There are rumors within the company that the image is a caricature of Alfonso himself, but archival photographs have established a certain resemblance to his son, Renato Bialetti
1953
Bialetti advertising campaign in newspapers, magazines, and on TV
Bialetti advertising campaign in newspapers, magazines, and on TV
At the peak of its production, Bialetti produced 18,000 coffee makers a day. The factory produced 4 million Moka Express per year. A three-cup coffee maker at that time cost 1,100 Italian lire, which is roughly US$16.50 or €15.45 at today’s rates
At the peak of its production, Bialetti produced 18,000 coffee makers a day. The factory produced 4 million Moka Express per year. A three-cup coffee maker at that time cost 1,100 Italian lire, which is roughly US$16.50 or €15.45 at today’s rates
To date, more than 300 million Bialetti coffee makers have been sold since the mid-1950s
To date, more than 300 million Bialetti coffee makers have been sold since the mid-1950s
BUT EVERY STORY HAS A BEGINNING AND AN END
1986
Renato Bialetti died in 2016, but in 1986 he had already sold the company to Faema, which in turn sold it to the tableware manufacturer Rondine Italia in 1993. In 1998, Bialetti and Rondine merged to become Bialetti Industrie
Bialetti fell into debt worth €68 million, as demand for geyser coffee makers went into decline
2018
BUT EVERY STORY HAS A BEGINNING AND AN END
1986
Renato Bialetti died in 2016, but in 1986 he had already sold the company to Faema, which in turn sold it to the tableware manufacturer Rondine Italia in 1993. In 1998, Bialetti and Rondine merged to become Bialetti Industrie
Bialetti fell into debt worth €68 million, as demand for geyser coffee makers went into decline
2018