From left to right: Marion Sahage Schuenemann, head of sales promotion t Severin; Adel El-Gazzar, retail manager Juma Al-Majid; Eric Berchtold, area director for the Middle East & Africa; Andrea Winkler, global marketing manager
The German coffee machine manufacturer Severin has launched its S2 bean-to-cup fully-automated coffee machine in the UAE at a special seminar held at The Westin Mina Seyahi Beach Resort & Marina Dubai.
The new machine has been launched in the UAE to cash in on what Severin says is one of the fastest-growing coffee markets in the world.
Eric Berchtold, area director for the Middle East and Africa, said it is tipped to grow 80% by 2014.
| Advertisement |
“We can see sure signs of this growth as demand for our coffee machine range continues to rise. Indeed, this is the perfect time to be introducing our first bean-to-cup full-automatic coffee machine to the market.
“Coffee’s roots are in Arabia. Indeed, for centuries, coffee drinking has been regarded in high cultural importance,” Berchtold said. He explained that good coffee demands a premium coffee machine, stressing that Severin defines premium through quality, not price.
“For more than 60 years, Severin has been manufacturing an extensive range of value-for-money, small domestic appliances that are lifestyle-relevant – indeed many are lifestyle enablers – and the new S2 looks to re-enforce this message.
He said that Severin’s S2 features a state-of-the-art, fully-automatic, intuitive operation that seamlessly moves from one function to another through its One-Touch Technology: “The S2 brews and grinds beans, making cappuccinos, lattes, and macchiatos at the push of a button without moving the cup. It is equipped with a rotary switch E-select, so that coffee strength can be adjusted by a swift flick of a switch.”
Severin has recently reinforced its regional presence with the opening of its Dubai-based office. Berchtold confirmed that he is looking to further expand distribution channels, as well as develop a Severin-managed after-sales network throughout the region over the coming year.
“The promise of Severin rides on delivering quality and performance, and working with the right partners is a key ingredient to ensuring that this is achieved at all stages of the customer relationship, right through to that great cup of coffee,” he concluded.
Search our database of more than 2,700 industry companies
