Capresso @ 25: Responding To Beverage Trends Brews Success

    The Capresso CoffeeTEAM PRO Plus coffeemaker.

    When Capresso launched 25 years ago, the brand whose name combines “cappuccino” and “espresso” was focused on the world of coffee.

    But over the past quarter-century, Capresso’s assortment has evolved to mirror beverage trends. Today, the brand’s product assortment features multiple segments including, coffeemakers, espresso makers, coffee grinders, milk frothers, water kettles, iced tea makers, coffee beans and care products.

    Recent product introductions include a series of upgraded models: Grind Select, H2O Select, EC Select and Froth Select. Additionally, the Capresso Blog offers enticing tips and recipes that have increased the brand’s extensive social media following.


    David Shull, executive vice president, marketing and communications with Jura Inc., the parent company of Capresso, spoke with Kitchenware Today about Capresso’s past, present and future.

    KITCHENWARE TODAY: Over the past 25 years, what factors have allowed Capresso to grow and become a successful brand?
    DAVID SHULL: New product innovation has been the key, with a focus on quality and a strategic good/better/best assortment. Capresso is known for its many industry firsts, starting with the CoffeeTEAM, the first automatic coffee machine with a built-in grinder, in 1995. Since that beginning, there have been numerous industry firsts, including the first pump espresso machine with stainless-steel lined ThermoBlock, the first stand-alone milk frother for the home, the first automatic coffeemaker with a stainless steel thermal carafe and stainless steel-lined heating system and the first burr grinder with an exclusive electronic sensor.

    KT: From a product development standpoint, how has the brand’s product selection evolved over the years?
    DS: It’s all about keeping up with trends. We are continually monitoring the way various segments of the market relate to coffee and tea, and this is what inspires our new product development. For example, we have successfully connected with the hipster generation with our Pour-Over Kettle, which has a gooseneck spout for a controlled pour.

    KT: How has the growth in specialization with coffee and tea over the past 25 years helped Capresso grow?
    DS: The growth in specialization with coffee and tea has created a big opportunity with our focus on the best in brewing. With Capresso, you can create your own coffee shop at home – with a grinder, coffee beans, espresso machine or coffeemaker – and to top off your favorite beverage, an automatic milk frother. The Iced Tea Maker offers the best of another type of brewing. People can create their own personal brewing collection, with one brand.

    KW: What can consumers expect in the way of new products in the next year?
    DS: Capresso will continue to take brewing trends to the next level, for refreshing beverages, either hot or cold.  

    New Capresso product descriptions

    CoffeeTEAM PRO Plus. Capresso’s technology brings unprecedented convenience to the brand’s flagship CoffeeTEAM bean-to-carafe coffeemakers.  The new CoffeeTEAM PRO Plus features a new and enhanced bean container and grinder assembly, making it easier than ever to brew the best from freshly ground beans. 

    H2O Glass Water Kettle. Faster, safer and more efficient than any stovetop kettle. Offers durable heat-resistant German SCHOTT glass and a patented stainless steel heating dome. Capresso is the only brand with this technology.

    Infinity Conical Burr Grinder. Solid steel, commercial-grade conical burrs with advanced cutting design for high precision grinding. 16 grind settings for extra fine to coarse. Special gear-reduction motor enhances flavor and aroma, operating with less friction and heat than most other burr grinders.