The Mocha, The History of a Brilliant Invention
In 1919, at Crusinallo, in the province of Verbania in Piedmont, Alfonso Bialetti opened Alfonso Bialetti & C. Foundry in Conchiglia, a workshop for the production of aluminum products. Driven by his entrepreneurial spirit, he eventually turned it into a workshop for the design and production of finished aluminum products, ready for the market. 1933 was the year of the great revolution, a revolution that came from an intuition that marked a major change in the traditional coffee consumption in the home. Bialetti had the idea of creating a new tool for coffee production at home. An idea that came to him in a very particular way: by watching his wife do laundry. Alfonso was used to the “lisciveuse”, a washing machine which consisted of a boiler that consisted of a tube with a perforated upper end; as it warmed up, the water went back along the tube and came down again onto the laundry using the detergent efficiently.
Change cames in 1946 as Alfonso was succeeded by his son Renato, a man with a strong entrepreneurial spirit, which allowed him to radically change the company’s philosophy, from a purely logical craft to a production of industrial quantity. In fact, this was when the commercial distribution of the product begun. It was however, advertising above all, that became the turning point for the company. In 1953, an icon of a moustache was launched on the tv show, Carousel, an idea by the cartoonist, Paul Campani, which was inspired by the Renato Bialetti’s face.
On the occasion of his death in Turin on February 11th 2016, his children celebrated his life by placing a large Mocha pot with the famous moustache on the church altar, containing his ashes. It has been nearly 80 years since the brilliant invention, and today the mocha continues to be one of the many icons of Italy ’s cultural tradition. An icon that is Made in Italy and that represents the Belpaese , an icon that contains an irresistible please, a ritual that is an integral part of daily life for every Italian family. Bialetti, with its 100 years of solid experience, continues to tell the story of Italy ’s traditions through smells, tastes, colors and an aroma that makes you feel at home, where you can get a feel for family and the ritual of being together.