De’Longhi America is seeking to capitalise on growing demand for premium at-home coffee equipment in the US with its first fully-automatic drip coffee machine
De’Longhi America said it will provide ‘significant investment’ in media advertising for the machine | Photo credit: De'Longhi America
De’Longhi America has made its first foray into the North American drip coffee machine market in response to increased demand for specialty coffee at-home.
The coffee machine and appliance manufacturer said the fully automatic TrueBrew specialty drip coffee machine was a “first-of-its-kind" and will appeal to specialty coffee pod consumers.
“We know there is an appetite for a higher quality experience within the drip coffee category. We are bringing breakthrough innovation with an artistic design, founded in our belief that the journey from bean to cup should be fresh and simple. We’re elated to debut TrueBrew and elevate the at home bean to cup coffee experience,” said Mike Prager, North America CEO, De’Longhi Group.
To promote the TrueBrew machine, De’Longhi Global Brand Ambassador Brad Pitt will take part in the company’s new ‘Perfetto Moment’ campaign. De’Longhi America said it will provide ‘significant investment’ in media advertising and ‘engaging influencer content’ across the US and Canada.
The premium TrueBrew machine is retailing for $599. Two cheaper models are set to launch in the coming months.
The launch of TrueBrew marks a new category for Treviso-based De’Longhi which has primarily sought growth in the commercial coffee machine segment following the acquisition of Swiss super-automatic espresso machine manufacturer Eversys in May 2021.
Despite lower group sales due to a ‘tough geopolitical’ environment in Europe, De’Longhi hailed the strong growth trend of professional coffee machines during 2022, with total turnover for Eversys’ professional coffee machines doubling compared to 2021.