Ali Group Coffee Division on its powerhouse alliance

 [[{“value”:”

How Ali Group Coffee Division blends tradition and expertise to remain at the forefront of the coffee industry.

In the world of coffee, certain brands stand out for their long-standing history, innovation, and commitment to quality. Names such as Egro, Rancilio, Crem, and Coffee Queen have been at the forefront of the coffee industry for decades, earning a reputation for their specialised products.

Today, these iconic brands – in addition to Rancilio Specialty, Spengler, Promac, and Expobar – are part of the Ali Group Coffee Division, a newly consolidated group formed after the Ali Group’s acquisition of Welbilt.

According to Augusto Meléndrez, Global Director of Strategic Marketing at the Ali Group Coffee Division, the coffee powerhouse has reinforced its broad yet highly specialised expertise with this consolidation.

He says it’s more than just a unification of brands: it’s a convergence of expertise, innovation, and tradition. Its key advantage is the ability to share knowledge across various specialties – whether it’s super automatic machines, Italian espresso, raw coffee, milk systems, grinding technology, telemetry, or filter coffee solutions.

“This decision was important because coffee has its particularities, including the demands of roasters, trends, and specific channels,” he says.

By combining the strengths of each brand under one umbrella, the division is positioned to offer a wide range of products and solutions that cater to different segments of the coffee market.

For example, the expanded portfolio also includes a range of brewing technologies, such as fully automatic systems and capsule solutions, catering to automation needs, temperature and pressure control, and more.

The unified approach, according to Meléndrez, also gives the group capabilities to tackle new projects and offers clients access to greater technological development, patents, and operational resources across the brands. Furthermore, it enables the company to capture client needs across different coffee environments including offices, hospitality, coffee shops, and restaurants.

Moreover, in today’s rapidly changing market, it’s essential for businesses to maintain a balance between global strategies and local relevance. While the Ali Group is a large company, it remains flexible and focused on providing tailored solutions for each market and client.

“We can work closely with corporate clients or large chains that may need custom solutions, partnerships, or co-development. We have the capability to handle these projects through our research, development, and product management teams, delivering tailored solutions to meet their specific needs,” says Meléndrez.

“For example, in the United Kingdom (UK), the group offers a solution that combines a Rancilio coffee machine with a Coffee Queen hot water boiler.”

Meléndrez says the Ali Group Coffee Division prides itself on its ability to build strong relationships with local stakeholders, including regulators, suppliers, and community organisations. By understanding the specific needs and challenges of each region, he says the division ensures its brands remain relevant and responsive to local market conditions.

“This approach allows the Ali Group Coffee Division to think globally while acting locally, adapting its products, services, and marketing strategies to meet the unique needs of different markets and remain committed to continuous innovation and responsiveness,” he says.

Meanwhile, manufacturing capabilities across continents and facilities in both Europe and Asia allows for flexibility in production to streamline the group’s logistics and overall client service.

“For instance, we can produce products in our Hangzhou factory in China to support growing markets in Asia, with factories in Italy and Spain supporting the European and North American markets,” says Meléndrez.

Adding to this, in November 2024 the group opened a subsidiary in the UK to maintain its close ties to the local market and deliver a service personalised to the needs of the region.

The cluster not only enhances logistical efficiency but also provides a unique advantage by allowing individual brands to flourish. This integration enables each brand to leverage the global resources and expertise of the wider group while maintaining its distinct identity.

This is particularly evident in Egro, which allows the group to remain at the forefront of innovation with its fully automatic machines.

“We’ve developed highly stable and advanced technology over decades, perfecting the art of automatic coffee production,” says Meléndrez.

He adds that Egro is one of the cornerstones of the group’s brand portfolio. Although its new models are regarded as excellent machines, Meléndrez says the group is continuously elevating pre-existing technology as well as developing the next generation of technology.

An example of the brand’s innovation is the new Egro MoDe fully automatic machine. According to Simona Sordelli, Marketing Manager at the Ali Group Coffee Division, it gives businesses an opportunity to stand out from the crowd.

“For HoReCa and OCS sectors it’s the ultimate partner in success,” she says.

According to Sordelli, it’s a game-changer for offices and moderate-demand locations as it can deliver up to 180 cups daily. What’s more, its three user-specific access levels – barista, manager, and technician – allow easy drink creation to advanced customisation.

“What sets the Egro MoDe apart is its adaptability,” says Sordelli. “It offers tailored configurations for any environment. From the iSteam Pro automatic steam wand for consistent frothing to the freshwater bypass for cool coffee recipes to be served with ice, every feature enhances performance.”

The machine also ticks the sustainability box with on-demand grinding to eliminate coffee waste while preserving freshness. Moreover, programmable on/off settings reduce energy use during off-hours and its modular design enables replacement of individual parts rather than whole machines, extending its lifespan.

However, Sordelli iterates that this is not the end of the innovative journey for Egro.

“Super automatic coffee machines are heading towards greater connectivity, sustainability, and personalisation,” she says.

“Egro will likely focus on enhanced telemetry for real-time monitoring, and sustainable materials. The goal is to anticipate customer needs while reducing environmental impact, keeping pace with the growing sophistication of coffee consumers.”

But beyond innovation, Meléndrez says passion about coffee is woven into the fabric of the brands through its dedicated workforce.

“To truly sell coffee, you need to understand coffee, and this structure allows us to speak more knowledgeably and effectively about it,” he says.

He explains that with fully automatic machines like the Egro MoDe, although the technology is designed to be plug-and-play, it’s important to provide proper support during the installation process and after-sales services to ensure a smooth experience.

“I’ve been in the coffee industry since I was eight years old – my family has been involved in coffee for generations, from running a roastery to coffee shops. I’ve worked as a barista, roaster, and coffee machine seller, so coffee is truly in my blood,” he says.

Meléndrez has found many colleagues who, like him, have been in the industry for decades, sharing a passion and deep knowledge that he says drive the company forward.

“It’s crucial to have strong local teams that can support the implementation of any piece of equipment, including fully automatic machines. For us, the success of our projects isn’t just about the machines themselves – it’s about the entire service package that comes with them,” he says.

“Listening to our clients, staying humble, and acting in the best interest of both the company and the brands we represent is in our DNA.”

For more information, visit the Ali Group Coffee Division website.

The post Ali Group Coffee Division on its powerhouse alliance appeared first on Global Coffee Report.

“}]]