For over 15 years we have been dedicated to bringing the aroma of our coffee to the world, expanding beyond the Italian market where our roots reside. This consistent effort has led to an expansion that reaches towards the East, encompassing Europe (with a notable presence in the Czech Republic, Greece, Croatia, and Bulgaria), as well as Asian territories, with a focus on Hong Kong, Taiwan, Japan, and Korea.
The driving force behind this expansion is primarily the young generations accustomed to traveling, who, upon returning from studies or business trips abroad, bring with them the Italian habit of enjoying coffee at a bar.
In Eastern countries, there is a particular demand for products made in Italy, with a preference for brands with a strong tradition, seriousness, and product quality, much like ours. The establishments that use Caffè Milani worldwide are places where coffee takes center stage. In terms of décor these coffee shops draw inspiration from traditional Italian cafés, showcasing an elegant yet modern and innovative style. Significant attention is given to latte art and cappuccino preparation, but coffee-based drinks paired with other ingredients such as matcha tea, fruit, and ice cream are also highly popular.
Our next goal is to focus even more on exports, which currently account for approximately 10-15% of annual turnover, to carry the values that have always defined our company beyond national borders: historicity, family tradition, and a high-quality product.
For 2024, our commercial and marketing plan envisions a greater presence at industry fairs, especially in the Ho.Re.Ca. market. The objective is to expand contacts in Northern Europe, where there is a strong culture of filter coffee but less so of espresso, and in the markets of the Emirates and Saudi Arabia, aiming to double the export percentage of turnover in the coming years.
Upcoming scheduled events include:
- Saudi Horeca: Riyadh, November 2023
- Horecava: Amsterdam, January 2024
- Sigep: Rimini, January 2024
Elisabetta Milani, the third generation of the family and marketing director, declares, “Caffè Milani aims to expand and bring its products to broader, international markets. However, we want to increase exports while staying true to our family and company traditions, always keeping our values and goals in mind, with quality, history, and attention to detail at the forefront. It’s what has distinguished us for three generations, and it’s how we want to be known outside of Italy.”
In short we want to bring our 7 notes of aroma to the world.