Perfect harmony: GRAEF repositions itself in the coffee market

• New portafilter range, new coffee grinders and new premium appearance

• Eye-catching campaign with twin brothers Clemens and Lukas King as new campaign ambassadors

• Mix-&-match concept for individualized portafilter machines

(Arnsberg, January 2024) The family-owned company GRAEF, a premium household appliances specialist, is presenting its new Coffee World at the Ambiente trade fair in Frankfurt (January 26-30, 2024). The core elements are the new Batessa and Estessa portafilter espresso machines as well as numerous new coffee grinders and other products to round off the GRAEF coffee range. The new Coffee World is embedded in a comprehensive marketing campaign featuring the twin brothers Clemens and Lukas King, better known as the band Kingtwiins from the TV series "The Voice of Germany", among others. The two aren’t just the faces of the company's new multi-channel campaign, they’ll also cause a stir in their role as campaign ambassadors for the GRAEF Coffee World with live performances at various locations. This will also be the case at Ambiente 2024. "The motto of our campaign is perfect harmony - which is both important in the Kingtwiins song and characterizes how our coffee grinders and portafilters interact with one another," says Franziska Graef, Head of Marketing and Member of the Executive Board at GRAEF.

Few people know exactly where coffee comes from: Each coffee cherry contains exactly two coffee beans that are exactly the same. Nature has matched them perfectly. This has made them a symbol of an ancient principle: perfect harmony. With the twin brothers Clemens and Lukas, who have been appointed as the "Coffee Twins", GRAEF is now implementing this natural concept visually, because for GRAEF, enjoying coffee to the max requires the perfect harmony of two elements, a high-quality portafilter espresso machine such as the matt black Batessa and a matching coffee grinder such as the CM1012 - separate yet inseparable! With the new premium products and the new campaign, GRAEF is also seeking to target smaller, specialized coffee retailers and win them over as sales partners.

Attraktives Mix-&-Match-Konzept

The Batessa premium portafilter (in attractive matt black) and the top model Estessa (in elegant stainless steel) have another special feature that caters to the preferences of discerning coffee fans: The side panels, portafilter and housing applications on both appliances can be exchanged and adapted to your own style - a whole new level of personalization! GRAEF currently offers four different color and material variants with which the portafilters can be personalized down to the last detail: Acacia wood, concrete, epoxy and acrylic. For your personal favorite portafilter machine look, which can be changed again in just a few minutes.

GRAEF is pursuing ambitious goals with the new Coffee World. Christian Strebl, Chief Commercial Officer, comments: "Last year, we overhauled our entire coffee range, scrutinized all distribution channels and set up a new team. Now, thanks to our excellent products and impressive appearance, we’re ready to really take off. We want to really stand out in the highly competitive portafilter market! We’ve also built up a harmonious overall range with numerous innovations that covers the entire path from bean to cup. GRAEF has never been so complete and so strong in the coffee market - from the product to the sales team!"