Coffee in Italy: How tradition and new wave meet in the homeland of espresso

When you think of coffee in Italy, you imagine a quick espresso standing at a bar counter, a dark roasted flavor profile with a strong bitterness and a price tag of around one euro. Since the breakthrough of the espresso machine in the late 19th century, Italy has been a symbol of coffee culture worldwide.

But what happens when the global specialty coffee movement moves into this tradition-laden coffee country?

It turns out that the Italian coffee scene is facing an exciting change. New wave coffee shops like Faro , Luna and Aliena in cities like Rome are now challenging the old way of drinking coffee – with a focus on quality, lighter roasts and deeper craftsmanship.

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1. The traditional Italian coffee experience

For decades, the Italian coffee model has been built on three pillars:

• Quick: You step in, order an espresso at the counter ( al banco ), drink it in two sips and move on.

• Dark: The coffee is heavily roasted, often with elements of robusta beans to give a thick crema and a strong, bitter flavor profile.

• Cheap: Coffee has long been considered a basic right rather than an artisanal product, which has kept prices extremely low.

Many Italians simply see coffee as "just coffee" – a quick caffeine fix in everyday life rather than a taste journey.

2. How specialty coffee challenges the status quo

A new generation of coffee bars and roasteries is emerging in Italy. Instead of hard-roasted beans and stressful bar counters, companies like Faro and Luna offer something completely different:

• Lighter and medium roasted beans: By roasting more gently, the coffee bean's natural sweetness, fruity acidity and complex flavor notes are highlighted – instead of the taste of the roast itself.

• A place for experience: The new coffee bars are focusing on more seating, quieter environments and brewing methods such as V60 and filter coffee side by side with espresso.

• Education and humility: Changing a country's coffee habits takes time. Successful baristas in Italy employ what they call "friendly education"—they listen to the customer, arouse curiosity, and explain flavor notes without pointing with their whole hand.

"Specialty coffee bars are not here to replace the old world – we are here to create a new one."

— Dario, coffee pioneer in Rome

3. The challenge: Changing the view on what coffee should cost

The biggest challenge for specialty coffee in Italy is the price tag and the perception of quality. In a country where people are happy to pay extra for high-quality ingredients when it comes to wine, cheese and olive oil, coffee has long been the exception.

Convincing guests that a cup of traceable single origin espresso requires an enormous amount of craftsmanship – all the way from the coffee farmer to the trained barista – takes time. But more and more Italian coffee drinkers are starting to appreciate the craftsmanship and understand why the price difference exists.

What can we in Sweden learn from the Italian coffee trend?

The Italian coffee revolution shows that it is possible to love traditions and at the same time be open to new taste experiences. At Hällå Kafferosteri, we celebrate craftsmanship at every step. We believe in roasting the coffee so that the raw material's own unique character shines through – regardless of whether you prefer a full-bodied espresso or a berry-filled hand brew.

Next time you brew your morning coffee: Try pausing for a moment, just like at the new coffee bars in Rome, and taste what flavors you actually find in the cup!

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Have a nice day!

/ Kaj and Dan, Hälla Coffee Roastery