This year there is even more attention to the historic International Coffee Show (Sic). What will the big names in the sector present, what is their vision for the future? If the success of the black drink in fact survives unscathed through the passage of centuries and crises, there is no doubt that many things are changing in terms of consumption styles and approaches.

After many forced stops, new Host2021 is, as well as an important showcase to present products in the presence, also an important sign of recovery for the sector, as Enrico Bracesco, Managing Director of Gruppo Cimbali says. “The pandemic has affected even the simplest habits like having coffee at the bar. The theme of restart plays a fundamental role in our strategy: during the last year and a half we have continued to work on the elements of innovation for all our brands and therefore we return with a strong charge of energy and positivity, also because the signals that we are getting since the industry restarted are absolutely positive and encouraging. Host will be a special occasion to confirm the role that our company and our brands have for HoReCa, as a reference point to count on, always".

The group will bring to the exhibition the news of the Slayer and Faema brands, including the machine that marks the group's entry into the high-end Home segment and strengthens its presence in the Small Business (boutique, concept store, bistro) and a new LaCimbali product on which the company focuses a lot.

Innovation and technology focus on the use of the IoT and the development of solutions that can be managed remotely and with a touchless interface. Objective: to guarantee the barista the quality in the cup and at the same time the collection of useful information in order to constantly improve coffee grinding and to better control the necessary supplies.

A temporary proximity center that allows you to meet partners, network and identify ever faster changes in the markets: This is how Marco Feliziani, Vice President of Simonelli Group, will live Host2021: "It is the attention we pay to human relationships that makes the difference, helping to generate new market insights, vital for innovation, which no purely digital relationship can guarantee", he says.

Many innovations on display, both for the Victoria Arduino and Nuova Simonelli brands, with a focus on the new Simonelli Group digital services that will complement the advanced services provided by the existing platform.

Great attention will also be paid to sustainability: "A theme that has grown a lot in recent years and that has not found us unprepared". The three drivers of the group's research are in fact based on the improvement of the extraction performance of the machines through the extensive use of emerging technologies, on the reduction of energy consumption which represent over 90% of the environmental impact of all coffee machines and on the improvement of the user experience, through the simplification of man-machine interaction, attention to ergonomics and to the aesthetic design of the products.

"The totally new approach to water heating for the extraction of low-consumption coffee, the design, the technologies applied and the insulation of the components, all contribute to the reduction of the environmental impact". So much so that the LCA (Life Cycle Assessment) study has shown that the new products have an environmental impact that is 23% lower than that of the reference machines in the same category.