History of Rocket Espresso
Rocket Espresso, a renowned brand in the world of espresso machines, has built a strong reputation for combining Italian craftsmanship with modern technology. Rocket Espresso machines are known for their exceptional build quality, aesthetic design, and professional-level espresso-making capabilities. Below is a detailed history of Rocket Espresso, including key dates, developments, and business milestones.
Origins of Rocket Espresso (Pre-2007)
The history of Rocket Espresso can be traced back to the Italian espresso machine manufacturer ECM (Espresso Coffee Machines), founded by Carlo Ernesto Merighi in the 1980s. ECM was known for its high-quality, hand-built espresso machines designed for both commercial and home use.
By the early 2000s, ECM machines had gained a following for their performance, particularly the Giotto model, which became iconic due to its blend of aesthetic appeal and functionality. However, the company eventually split into two entities: ECM Germany, which continued to produce commercial machines, and Rocket Espresso Milano, which focused on high-end home espresso machines.
2007: The Birth of Rocket Espresso
Rocket Espresso Milano was officially founded in 2007 when New Zealanders Andrew Meo and Daniele Berenbruch acquired the home espresso machine division from ECM Italy. The brand retained the essence of traditional Italian manufacturing and the Giotto model while rebranding and improving upon the machines. Meo, a former professional rugby player, and Berenbruch aimed to create a brand that combined the precision of modern engineering with the time-honored traditions of Italian espresso craftsmanship.
Their goal was to offer consumers an espresso machine that could replicate café-quality espresso in a home setting. They were also committed to preserving the handmade, artisanal nature of the machines, which were built in Milan, Italy.
2008: The Launch of the Rocket Giotto
The company’s first major release, the Rocket Giotto, arrived in 2008. This machine was an improvement on ECM's original Giotto model, featuring better build quality, a heat exchanger boiler system, and a distinctive design that allowed users to brew and steam milk simultaneously. It was equipped with a copper boiler, E61 group head, and classic lever-action steam wand, embodying a perfect balance of tradition and innovation.
The Rocket Giotto was an immediate success among espresso enthusiasts and home baristas. The machine quickly gained a reputation for offering professional-level performance in a home setting, and its eye-catching design made it a favorite in kitchens and cafes alike.
2010-2012: Expansion and New Models
As Rocket Espresso gained popularity, the company expanded its product line. Between 2010 and 2012, Rocket introduced several models that built upon the success of the Giotto, including the:
- Rocket Cellini: A more compact model with similar features to the Giotto but designed for users who needed a smaller footprint without sacrificing performance.
- Rocket R58: Released in 2012, this machine represented a major step forward for Rocket Espresso. The R58 featured dual boilers, PID (proportional-integral-derivative) temperature control, and a rotary pump, offering even more control and consistency in the brewing process. This model was highly praised for its ability to deliver commercial-quality espresso in a home setting.
The R58 cemented Rocket’s position as one of the leading brands in the home espresso machine market. The introduction of dual boilers and PID control allowed users to fine-tune the temperature and achieve better consistency, making it an attractive option for serious home baristas and small cafes.
2014: Rocket Espresso Partners with Whole Latte Love
In 2014, Rocket Espresso expanded its presence in North America by partnering with Whole Latte Love, a popular online retailer of espresso machines and accessories. This partnership significantly increased Rocket’s visibility and availability in the United States and Canada, contributing to its growing success outside of Europe.
The company continued to refine its machines, responding to feedback from users and baristas. Their commitment to customer satisfaction and machine reliability helped grow Rocket's reputation for producing machines that were not only beautiful but also durable and easy to maintain.
2015-2018: Commercial Line and Global Growth
While Rocket Espresso initially focused on home espresso machines, the company expanded into the commercial market during this period. Their commercial models, like the Rocket Boxer, became popular in smaller coffee shops and specialty cafes due to their compact size and high performance. The Boxer and other commercial models were designed to bring Rocket's core principles—precision, quality, and craftsmanship—into the professional coffee world.
During these years, Rocket Espresso saw increased demand for their machines globally. The company grew its presence in markets such as North America, Australia, and Asia, capitalizing on the rising interest in specialty coffee and home espresso brewing.
2019-Present: Continuing Innovation
In 2019, Rocket Espresso introduced the Rocket Appartamento, which quickly became one of the most popular models in their lineup. The Appartamento was designed for users with limited counter space but who still wanted the performance and aesthetic appeal of a Rocket machine. Its distinctive design, featuring circular side panel cutouts, gave it a modern and stylish appearance.
Rocket continued to introduce innovations aimed at improving temperature stability, energy efficiency, and ease of use. They updated existing models with PID controllers and made their machines more user-friendly while retaining the hand-crafted quality that defines the brand. As of 2023, Rocket Espresso remains a leader in the premium home espresso machine market.
Revenue and Business Growth
While Rocket Espresso is a privately held company, and exact revenue figures are not publicly available, industry estimates suggest that Rocket’s annual revenue is in the range of $10-20 million as of 2023. The company’s sales have been consistently strong, driven by both the growing specialty coffee market and the increasing demand for high-end home espresso machines.
The Future of Rocket Espresso
Looking forward, Rocket Espresso is expected to continue its tradition of blending Italian craftsmanship with modern engineering. The company remains focused on producing machines that are not only functional and reliable but also beautifully designed. Future developments are likely to focus on improved energy efficiency, further integration of digital controls, and expanding their product offerings to cater to both home and commercial markets.
Rocket's commitment to quality, paired with a focus on aesthetics and user experience, has allowed it to stand out in a crowded market. The company's machines remain popular with both home baristas and professional baristas alike, and their products are frequently seen in high-end cafes and kitchens around the world.
Conclusion
Rocket Espresso has grown from its roots in the 2000s to become one of the most respected names in the espresso machine industry. Combining traditional Italian design with modern technology, Rocket machines have set a high standard for both home and commercial espresso brewing. From the launch of the Giotto to the present-day lineup of models like the R58 and Appartamento, Rocket Espresso has consistently pushed the boundaries of what an espresso machine can offer, making it a leader in the specialty coffee world.
Sources:
- Rocket Espresso Official Website: rocket-espresso.com
- Whole Latte Love Product Reviews
- Specialty Coffee Forums and Reddit Discussions