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LONDON – FAEMA, the legendary Italian espresso brand from the Cimbali Group proudly announces 2025 World Barista Champion Jack Simpson as its new Global Brand Ambassador.
An icon of Milan since 1945, FAEMA welcomes the Melbourne-based barista to its global team, marking a new chapter in the brand’s more than 80-year legacy of innovation and passion for coffee. The partnership underscores FAEMA’s commitment to honouring its heritage while shaping the future of coffee craftsmanship in collaboration with the world’s most influential baristas.
At the heart of the partnership is FAEMA’s ‘I’m a Barista’ campaign, launched at the London Coffee Festival in May 2025. The initiative celebrates the skill, creativity and human stories behind every cup, reframing the barista as a cultural icon and spotlighting why professionals continue to choose FAEMA machines like the E71E and President GTI, for their versatility, cutting-edge technology and performance, as well as the iconic E61 – a timeless symbol of FAEMA’s heritage.
Jack brings over a decade of experience in the industry, having begun his career at the age of sixteen in a small café. With the global coffee landscape evolving, and producers and cafes adopting new processing methods and advanced technologies, he represents a new generation of baristas, who are curious, disciplined and community driven. Renowned for his precise, scientific approach to extraction and sensory balance, Jack is at the forefront of innovation, pioneering techniques such as the use of ultra-low frequency electromagnetic treatment to enhance sweetness and texture and delivering competition performances that blend technical mastery with storytelling, and emotional connection.
To launch the partnership, FAEMA has planned a series of global initiatives throughout 2026, to share knowledge and showcase the artistry of baristas using FAEMA machines. The tour will begin in the rapidly growing Asia-Pacific (“APAC”) region, with numerous activations including, appearances at major industry events which will connect Simpson with FAEMA’s global community, foster collaboration and innovation, and celebrate longstanding industry partners, who uphold and share the brand’s values, heritage and excellence worldwide.
Cimbali Group Managing Director Frédéric Thil, commented: “Jack Simpson embodies the creativity, craftsmanship, and passion that have defined FAEMA’s identity for over 80 years, a brand that has built its story through innovation, espresso culture, and a vision of the barista as the protagonist and guardian of this heritage. Values that FAEMA, alongside its partners and distributors, continue to share worldwide. Launching in Asia-Pacific but with a global outlook, the initiative will give baristas a voice, foster knowledge sharing, and celebrate the cultural value behind every cup, through content, events, and experiences, that connect the global barista community, paving the way for further activations in other strategic markets.”
WBC 2025 Champion Jack said: “FAEMA and its campaign ‘I’m a Barista’ perfectly capture what this profession truly represents, the dedication, creativity, and human connection behind every cup. I’m drawn to FAEMA’s rare balance of rich espresso heritage and a constant innovation, making this partnership a perfect fit. Being part of a project that places baristas and their craft at the centre, while allowing me to share their stories and FAEMA’s legacy on a global stage, is incredibly meaningful.”
About FAEMA
Founded in Milan in 1945, FAEMA is part of the Cimbali Group, one of the world’s leading manufacturers of professional coffee machines. Design, innovation, sustainability and coffee culture are the pillars on which the brand is built. In line with the Group’s new vision, FAEMA offers a diversified portfolio of solutions for cafés, foodservice, hospitality, workplaces and the home environment. This includes extensive ranges of espresso machines (traditional and super-automatic), grinders, digital services (apps and services for professionals and enthusiasts), and accessories.
FAEMA has made history in the coffee industry, introducing lever machines in the 1950s and, in the 1960s, the FAEMA E61, the first machine to use a volumetric pump. Thanks to the talent of one of Italy’s most iconic designers, Giorgetto Giugiaro, and Italdesign, FAEMA has created models such as the FAEMA E91, FAEMA Emblema, the FAEMA E71 range and the FAEMA President. In 2021, the brand launched FAEMINA, an exclusive machine with a minimal and elegant design, marking FAEMA’s return to the home segment and addressing a consumer audience as well.
