Special Features
Middle East Is Drinking More Coffee
The Middle East is cultivating more and more coffee drinkers, making it one of the fastest growing markets in the world for coffee consumption, according to Severin’s Eric Berchtold.He said that the UAE alone is tipped to grow 80 per cent up to 2014. “We can see sure signs of this growth as demand for our coffee machine range continues to rise. Indeed, this is the perfect time to be introducing our first bean-to-cup full-automatic coffee machine to the market,” he said. Berchtold is the Area Director, Middle East and Africa for Severin, the German maker of small domestic appliances.
Severin, the leading German brand for bean-to-cup coffee machines is poised to launch the fully automatic S2 One Touch coffee machine in the UAE to more than 50 regional distributors and retailers from the UAE, Oman, Kuwait, Jordan, Lebanon, Saudi Arabia, Bahrain and Qatar at the Westin Dubai, Mina Seyahi Beach Resort & Marina.They will also attend an intensive two-day Severin Coffee College.
Berchtold will lead the Coffee College alongside Severin’s Global Marketing Manager, Andrea Winkler and Marion Sahage Schuenemann, Head of Sales Promotion & Certified Coffeeologist. Meanwhile, Adel El-Gazzar, Retail Manager, Juma Al-Majid Group and Susan Furness, CEO Strategic Solutions are set to join for a special straight-talk session where the attributes of coffee and the S2 will be tabled in an open conversation.
“Coffee’s roots are in Arabia. Indeed, for centuries, coffee drinking has been regarded in high cultural importance,” Berchtold said. He explained that good coffee demands a premium coffee machine stressing that Severin defines premium through quality, not price. “For more than 60 years, Severin has been manufacturing an extensive range of value-for-money small domestic appliances that are lifestyle-relevant, indeed many are lifestyle enablers and new S2 looks to re-enforce this message.”
He said that Severin’s S2 features a state-of-the-art, fully-automatic, intuitive operation that seamlessly moves from one function to another through its One-Touch Technology. “The S2 brews and grinds beans brewing cappuccinos, lattes, and macchiatos at the push of a button, without moving the cup. It is equipped with a rotary switch E-select, so that coffee strength can be adjusted by a swift flick of a switch.”
Severin has recently reinforced its regional presence with the opening of its Dubai-based office. Berchtold confirmed that he is looking to further expand distribution channels, as well as develop a Severin-managed after-sales network throughout the region over the coming year.
“The promise of Severin rides on delivering quality and performance, and working with the right partners is a key ingredient to ensuring that this is achieved at all stages of the customer relationship, right through to that great cup of coffee,” he concluded.
