Gaggia Coffee Machines

SYDNEY: Gaggia will unveil a new range of automatic coffee machines next week as the brand embarks on the first leg of its national roadshow which will see the Gaggia brand essentially relaunched after years of falling market share.

Australian distributor Shriro Australia will introduce three Italian-made Platinum series automatic machines, replacing the one model the brand had in its Titanium range.

Consisting of up to four models, the Platinum range will be launched to retailers in a series of trade events this month and is expected to hit stores by March.

Gaggia’s national trade launch will begin next Tuesday in South Australia and will visit other capital cities in the following weeks.

The Platinum range features a redesigned aesthetic look and new technology developments including a built-in ceramic burr grinder, optional milk island frother, adjustable height drip tray and touch-screen controls on the top model.

Shriro has confirmed the lineup will include the Platinum Vogue (RRP $1,499), the Platinum Swing Up (RRP $1,999) and the Platinum Vision (RRP $2,200) and may contain a fourth model.

  • National consumer promotion to launch the new range. March 1 2008 to May 11 2008. Consumers will recieve (via redemption) a free Calphalon Panini Press ( valued at RRP $259 with every purchase of a Gaggia Platinum (Vision, Vogue, Swing Up, & Swing). The Calphalon brand ahd many synergies with our brand and their Panini Press is an ideal accompaniment to the coffee machine.
  • We will have an extensive in-store demonstration team providing consumers with product knowledge and sampling espresso from the machines.
  • Our first event of the year is Celebrate the Bean on Sunday March 2nd at the Melbourne Food & Wine Festival where we will have a large stand and presence on stage and in numerous activities on the day.
  • National trade product launches: Adelaide 29 Jan, Sydney 30 Jan, Brisbane 4 Feb, Melbourne 6 Feb, & Perth 13 Feb. The main goal at these launches is to introduce the product. A  demonstrator team will be present so people can get hands-on with the product and experience and taste its quality.

Shriro will also invest more in promoting Gaggia this year, starting with the Celebrate The Bean festival in Melbourne in March and moving on to television promotion with Channel 9 and Channel 7 during programming slots rather than advertising.

Following a restructure at Shriro last year, the distributor has now assembled a bigger sales representative team and will be actively promoting Gaggia in the channel.


For further information contact:

Sid Bellani, Promotions Coordinator – Gaggia, or 02 9415 5077