Coffee Works Express will return to the 2014 Melbourne International Coffee Expo (MICE2014)

Stepping onto Coffee Works Express’ (CWE) booth at MICE2013 resembled a café environment with enough equipment for coffee lovers to swoon over.

“We wanted to showcase all that we have and everything we could offer,” says CWE’s Natalie Kollar. “Visitors have the opportunity to get up close with the equipment range we distribute, but we also wanted people to feel like they were walking into a café.”

The CWE stand used large wooden crates, brickwork and industrial chairs to create an environment that Natalie says displayed CWE’s “creative and emotional side”.
“We wanted our visitors to be part of our CWE family,” she says.

The stand featured the latest models from the company’s range of top-of-the-line brands, including the newly revamped Wega Sphera espresso machines which boasts advanced technology, reliability and unique design with its white and sand colours and chromed porta-filter handles. CWE also represented espresso machine models from Franke, Slayer, BNZ coffee grinders and Motta barista accessories.

As crowds flocked past the stand on the way to the competition stage, visitors stopped and stared at the one-group Slayer. “It’s copped phenomenal attention,” says Natalie. “We’re lucky to have Jason Prefontaine and Scott Baldwin from Slayer to demonstrate the machines, answer any questions and serve some delicious coffees.”

CWE has shared a long-term partnership with Slayer and officially released the Slayer one-group at MICE2013. The machine is designed to cater to roasters and coffee labs that like to have a few diverse commercial coffee machines on hand to test roasted beans. “It’s a one-of-a-kind machine,” says Maico La Penna, CWE National Sales Manager. “It’s a current, innovative espresso machine that celebrates the lever-system, and technology behind it. It’s about keeping coffee simple and still getting the best result.”

CWE stand also ran constant demonstrations on their machines, inviting hands-on experiences for people to try. “The more we can help educate people about our products, the stronger our industry will become,” says Natalie.

6 May 2014