Bialetti

In 1919, Alfonso Bialetti opened a workshop in Crusinallo where he produced household items made of aluminum. In 1933, Alfonso Bialetti invented the octagonal Moka Express espresso pot, a coffee percolator used to prepare coffee on a stove. This idea led to the rise of the Bialetti brand, which transformed the art of making coffee into such a simple act that it became an everyday ritual in every Italian household. By the Second World War, over 10,000 coffee machines had been produced and sold. In the post-war period, Renato Bialetti, Alfonso's son, applied for a patent for the brand.

Today, the brand is still synonymous with taste, pleasure and passion. However, this fame first had to be achieved, which was accomplished with the help of well thought-out investments. For example, advertising was created on "Carosello", a well-known Italian TV program. "An espresso at home like in a bar" became the first advertising slogan for the "Bialetti Moka Express". The leading role was played by the Bialetti mascot, the "little man with the moustache". He was designed by artist Paul Campani in 1950 and the little man can still be found on the Bialetti brand's products.