Bialetti Moka Express



Bialetti logo
Bialetti logo 1953
by Paul Campani
Name: "Bialetti Moka Express"

Category: Home

Subcategory: Coffee makers

Inventor: Alfonso Bialetti

Producer: Bialetti (founded by Alfonso Bialetti in 1919)

Production start: 1933 - Crusinallo (Omegna), Piedmont, Italy

Alfonso Bialetti
Alfonso Bialetti
Omegna, Jan. 1, 1888 
Zagarolo, Dec. 31, 1970,
the engineer who invented
the Bialetti Moka Express
Price: In 1955 the Bialetti Moka Express 3-Cup cost 1,100 ITL

Features: The boiler is filled with water almost up to the safety release valve and the funnel-shaped metal filter is inserted. Finely-ground coffee is added to the filter as shown below. Then the upper part (which has a second metal filter at the bottom) is tightly screwed onto the base. The pot is placed on a suitable heat source, the water is brought to its boiling point, and thereby steam is created in the boiler. A gasket ensures a tightly closed unit and allows for pressure to safely build up in the lower section, where a safety valve provides a necessary release in case this pressure should get too high (with clean filters, that should not happen). The steam eventually reaches a high enough pressure to gradually force the surrounding boiling water up the funnel through the coffee powder and into the upper chamber, where the coffee is collected.

Interesting facts: Bialetti's brand awareness was consolidated thanks to the significant advertising investments in Carosello - the advertising slot on early Italian TV - and communication focused on the image of the "Little man with a moustache" - created in the 1950s by Paul Campani - that became its symbol and is still part of the Group’s trademark and on its products to this day. The mascot is a caricature of Alfonso's son, Renato Bialetti (1923-2016).

Slogan (1950s): «Eh sì, sì, sì... sembra facile fare un buon caffè!» - "Oh yes, yes, yes... it seems easy to make a good cup of coffee!"

Property: © Bialetti Industrie S.p.A.

Producer website: http://www.bialetti.com

Bialetti 1933
Bialetti 1933 top
Bialetti 1933 base
Bialetti Moka Express, the first model (1933)

Bialetti design 1950
Bialetti 1950
Bialetti Moka Express, the first design revision (1950)

Bialetti advertising 1955 - Bellezza
Bialetti advertising 1955 - Tempo
Bialetti Moka Express advertising (1955): "Per tutti anche per la massaia - Per tutti anche per il nonno" (For all even for the housewife - For all even for Grandpa)

Bialetti mascot
Bialetti Renato - mascot
Bialetti Moka Express, the mascot by Paolo "Paul" Campani is a caricature of Alfonso's son Renato Bialetti (Omegna, Feb. 2, 1923 – Ascona, Feb. 11, 2016)

Bialetti Moka 80th Anniversary
Bialetti Moka Express 2013
Bialetti Moka Express celebrates its 80th Anniversary (1933-2013) with a special exhibition in Milan.