Tuesday 28 June 2022

Gruppo Cimbali: going more digital than ever to support customers worldwide

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MILAN – The passion for coffee knows no bounds, and thanks to digital tools, it’s spread around the world. Gruppo Cimbali and Mumac Academy, the Group’s coffee machine academy that trains and informs professionals and coffee lovers, have launched a packed program of online initiatives geared towards training and the promotion of the LaCimbali, Faema and Slayer brands.

New communications formats expressly designed for digital platforms aim to strengthen the rapport with customers and the world of coffee lovers.

Mumac Academy goes online

2021 began with the launch of Mumac Hands-On Academy, a series of programs accessible by registering at mumacacademy.com, to learn about the La Cimbali, Faema and Slayer brands’ main models. There are online training sessions for distributors and end users, workshops for the coffee community with special guests, short videos and useful tips.

After the first episode dedicated to the range of super-automatic machines with a focus on the S15 – the newest offering from La Cimbali, small but incredibly powerful, high-tech and intuitive -, the next training program is set for March 11, 17 and 18 and will concentrate on sales channels for the Group’s brands.

Later sessions will be dedicated to LaCimbali’s M100 Attiva and S60 models, and Faema’s President and E71 Touch machines (look for the updated calendar at mumacacademy.com)

One of the online trainers

But that’s not all. In February, Tuesday the 23rd and Wednesday the 24th are dates to remember for the first workshop, open to all interested coffee lovers and professionals, on super-automatic machines, with two special guests: Raimondo Morreale, Roaster at I Druper Coffee (Feb. 23) and Paolo Scimone, Coffee Roasting Consultant & owner of His Majesty the Coffee, (Feb. 24).

As part of “Hands-On S15”, the MUMAC Academy’s social network channels will present new weekly columns

Tips on the machine’s features on Thursdays, short training videos on Fridays, and, beginning in March, easy, lip-smacking video-recipes to savor with a click.

There are also numerous programs to support professionals in the coffee sector: online training courses, talks by special guests, and “Back to the coffee”, an initiative conceived to promote coffee bars and restaurants in the Gruppo Cimbali community worldwide, offering them the chance to tell their stories on Mumac Academy, LaCimbali, Faema and Slayer social network channels.

Also continuing in 2021, the collaboration between MUMAC Academy and Specialty Pal to spread the word about the LaCimbali, Faema and Slayer brands. And, Italian baristas won’t want to miss online courses about Alpro plant-based beverages with Chiara Bergonzi.

Another initiative to note is “NireStream Gruppo Cimbali Iberica tv” (info and program: www.gruppocimbaliibericatv.com), the new audio-visual tool inaugurated on January 22 to promote La Cimbali and Faema products in the Spanish and Portuguese markets, provide ongoing training and offer complete information on the latest market trends.

Content on the web tv run by Gruppo Cimbali’s Iberica branches will include live-streaming round tables with coffee influencers and notable names in the sector, events with live product presentations, live seminars and technical training and product-focus videos for baristas, technicians and other specialists in the sector.

Rounding off Gruppo Cimbali’s new digital offerings is the Coffee News project by MUMAC Academy Austria, a Youtube channel, in English and German, dedicated to the world of coffee, for the DACH market and beyond, with a full program of content updated weekly.

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