What Does Luxury Taste Like?

CLEVELAND – May 1, 2007 – Imagine your perfect coffee experience. The sound of the machine; the distinct
smell that gives way to impatient anticipation; the intimacy of those sharing in the moment; the rush of calm and
satisfaction that accompanies that first sip. Now, picture this luxurious experience in the friendly confines of your
kitchen—without the lines and expense of your local coffee shop.

According to the National Coffee Association there will be more than 50,000 coffee shops in existence by 2010
(compared to 12,000 in 1999). Despite this, most coffee elitists would agree that the search for the perfect coffee
experience ends in your kitchen.

With that philosophy in mind, Saeco, a leading manufacturer of espresso machines, is launching three new product
lines—Primea, Talea and Odea. In total, the three lines will introduce seven machines, all developed to bring the
taste of luxury to the homes of those consumers who are in constant search for that perfect cup of coffee.

John McCann, CEO for Saeco USA, says, “Drinking coffee – your tastes, how you prepare it, what you take in it,
when you drink it – is a unique experience, much like the palates of those who drink it. It would be unwise for us
to take a ‘one size fits all’ approach when attempting to satisfy consumer needs for the perfect coffee experience.”
According to McCann, Saeco explored every aspect of the perfect coffee experience when developing these
machines, extending the company’s innovative nature to the design through a partnership with BMW Group
DesignworksUSA. Known for sleek design on brands such as BMW, Nokia, Compaq and John Deere, BMW
Group DesignworksUSA and Saeco shared high standards for quality, innovation and design.

“Our consumers aspire for something more than what they can get from a traditional cup of coffee. Every cup, every
experience needs to represent them, who they are and what their standards are. They have a passion for their
coffee and expect us, as a manufacturer, to share that passion,” says McCann.

Saeco considered the style and uniqueness of every level of coffee elitist during the development process. While each
of the three lines feature innovative technology and pioneering design, there are several distinguishing components:

• Primea Line: Includes Primea Touch Plus and Primea Ring.
  The first-ultra automatic espresso machine, which includes a fully integrated milk container and frothing device, makes brewing a cappuccino easier than ever. The innovative nanotechnology within the machine keeps milk from adhering to internal components.


• Talea Line: Includes Talea Touch, Talea Ring Plus and Talea Giro.
  Accommodating a unique Milk Island with Venturi effect technology, Talea creates a pitcher of perfectly frothed milk with ease. Additionally, the Saeco Brewing System allows the user to control the strength and consistency of the coffee at the turn of a dial.


• Odea Line: Includes Odea Giro and Odea Go.
  These super-automatic machines grind, tamp, brew and dispose of used grounds at the touch of a button for the freshest cup. The signature Saeco Brewing & Aroma System technology maximizes the flavor extraction.

One shared characteristic of all seven new products is ceramic disc grinders. A patented feature created by Saeco,
ceramic disc grinders provide the best way to achieve an even grind, eliminate the need for sharpening and are
impervious to absorbing coffee bean flavor or fragrance. The machines are also considerably quieter than the
average burr grinder.

The new Saeco Primea, Talea and Odea espresso machines will be available this fall at retail outlets nationwide.
Suggested retail prices range from $500 for the Odea product lines to $3,200 for the top of the line Primea machines.
For more information on the product, technology or detailed model features, log on to www.saeco-tasteofluxury.com