Breville ad: techy espresso stuff going mainstream

[Marshall]

It has been fascinating over the last ten years or so for me to watch espresso concepts that once belonged to knowledgeable professionals and hardcore amateurs go mainstream. I nearly fell over watching a Breville commercial on TV this evening.

They graphically explained the concept of pre-infusion and demonstrated several latte art pours, all in a 15-second mass market commercial. What's next? Braun talking up PID's for Christmas? A Krups commercial about pressure profiling?

Good stuff.

[Dink0617]

I saw that ad too, especially liked the graphic representation of the pre-infusion. Still don't think it helps that machine make a good shot. I imagine there may be a lot of posts about this machine on here and elsewhere come late December early January.

Cheers,
David

[Psyd]

While I'm a bit skeptical of this reviewer's absolute's, it does offer a bit of an oppy POV from the simplistic commercials.
WARNING! There is very little choice of adjective that this person will not use in his review. Only those that believe that all language can be appropriate and useful if use properly, need view this ad.

[Bushrod]

Wow, follow the links around to www.breville.tv. I do believe that's Heather Perry showing us how to make a cappuccino...

[Marshall]

Wow, follow the links around to http://www.breville.tv. I do believe that's Heather Perry showing us how to make a cappuccino...

Yup. Also the mocha shake.

[shadowfax]

This is encouraging, but is it a new direction or just the king's new clothing? The crema on those shots was... disappointing to say the least. I've never had a good shot that looked like the ones in the videos with Jessica. On the contrary, those bring back pretty bad memories.

Maybe the Breville would be nice with a Super Jolly, though...

[Marshall]

While I'm a bit skeptical of this reviewer's absolute's, it does offer a bit of an oppy POV from the simplistic commercials.

Then, when you see Heather do her cappuccino, it's a great reminder how much more important the skill of the operator is than the choice of machine.

[LaCrema]

While I'm a bit skeptical of this reviewer's absolute's, it does offer a bit of an oppy POV from the simplistic commercials.
WARNING! There is very little choice of adjective that this person will not use in his review. Only those that believe that all language can be appropriate and useful if use properly, need view this ad.

http://www.youtube.com/watch?v=5SnMPtqXMCU

This was one of the next videos in line... I wonder if it really IS that easy to use the Rancilio without a PID? I was kinda taken back when he said the machine would be up to temperature in 6 minutes... I wait about 20-30 minutes for my Cimbali to get ready and I'm still wondering if I should give it another 10+ to make sure it's completely happy... oh well.

[shadowfax]

I was kinda taken back when he said the machine would be up to temperature in 6 minutes... I wait about 20-30 minutes for my Cimbali to get ready and I'm still wondering if I should give it another 10+ to make sure it's completely happy... oh well.

You have a massive, full on commercial espresso machine with (I assume) nearly 100lbs of brass, copper and stainless steel to warm up, not to mention the gallon of water in your boiler. "Baby" machines like Silvia will definitely heat up faster--machines in that class have at most 10 oz. boilers.

[Marshall]

http://www.youtube.com/watch?v=5SnMPtqXMCU

This was one of the next videos in line... I wonder if it really IS that easy to use the Rancilio without a PID? I was kinda taken back when he said the machine would be up to temperature in 6 minutes... I wait about 20-30 minutes for my Cimbali to get ready and I'm still wondering if I should give it another 10+ to make sure it's completely happy... oh well.

Gee, his voice was so reassuring and authoritative. What a shame it was such a miserable shot.

Yes, a skilled barista can make very good espresso on a Silvia without a PID, just not the guy on the video. I saw coffee streams dancing all over the shot glass and thin, pale crema. Among the more obvious causes were a cold machine, poor distribution of the grounds, and (probably) stale coffee. Yes, I know I didn't taste the coffee, but I think any serious barista would have tossed the cup without drinking it (assuming they weren't being paid to taste it!).

I think I'm getting seriously nostalgic for real journalism with real editors. This "everyone's an expert" stuff has its limits.

[Marshall]

You have a massive, full on commercial espresso machine with (I assume) nearly 100lbs of brass, copper and stainless steel to warm up, not to mention the gallon of water in your boiler. "Baby" machines like Silvia will definitely heat up faster--machines in that class have at most 10 oz. boilers.

The small boilers will fully heat up in 6 minutes (or less), but not the plumbing, brewhead and portafilter.

[shadowfax]

The small boilers will fully heat up in 6 minutes (or less), but not the plumbing, brewhead and portafilter.

I did not intend to question this. I would say that 20 minutes is a good bit too short of a heat-up time for a La Cimbali Junior S/1, and likewise 6 minutes is a bit short for Silvia. 15 minutes ought to cut it alright, but I haven't used one in ages. My point was that the machines' heat-up times are not directly comparable.

[Randy G.]

Gee, his voice was so reassuring and authoritative. What a shame it was such a miserable shot.....

I think I'm getting seriously nostalgic for real journalism with real editors. This "everyone's an expert" stuff has its limits.

Remember the Rogov article on coffee? Remember my letter to him? Remember how fast he pulled it and closed the discussion? Remember how pissed off his readers were? Ah.... Good times..

[Beezer]

While I'm a bit skeptical of this reviewer's absolute's, it does offer a bit of an oppy POV from the simplistic commercials.

Heh-heh. I owned a Breville machine for a very short time, and I have to agree with everything that person says. It's really a terrible machine, even if it is wrapped in a pretty package. Fast pours, sour espresso, and feeble milk steaming. I ended up returning the machine under the buyer's remorse period and getting a Gaggia Classic and a Rocky instead, and I never looked back.

I'm a bit embarrassed that someone of Heather Perry's stature would endorse the Breville. I hope they paid her well. Somehow, I doubt she's going to give up her GS3 in favor of a Breville anytime in the near future.

[luca]

Marshall, do you have a link to the breville ad of which you speak?

Have they introduced a new espresso machine? All that I saw on youtube was heather demonstrating how to use the Breville 800ESXL, which has been around for a while and which I seem to remember is basically the same as some of their cheaper machines, but in a really nice looking case.

Perhaps what they are doing is trying to take sunbeam's success in the Australian market to the US market. Sunbeam worked with Paul Bassett to come up with their EM6900 machine several years ago and have since revised it to the EM6910. I haven't used it for ages, but it is a truly impressive machine for something sold in department stores. 58mm unpressurised portafilter, dual thermoblocks for simultaneous steaming and relatively rapid heat up, very clever design features and the ability to adjust brew temperature (apparently). This machine has a large following in Australia and, frankly, I would definitely look into buying one over a Silvia. The guys at sunbeam are actually pretty amazing when it comes to supporting the specialty coffee industry. They knew that fresh ground coffee is important, so they cobbled together a cheap conical burr grinder that your average person could actually be persuaded to buy with the EM6910. When you buy an EM6910, you also get an introductory lesson for free (well; included in the price). Sunbeam hires some really respectable baristi in each capital city to deliver the lessons; I think that Bassett was involved in selecting them. Sunbeam reps tend to show up at all of the main specialty coffee events around Australia, sunbeam sponsors the barista comps and they have been interviewing specialty coffee people to compile various DVDs and publications in which they promote the roasters who are doing a great job in each city.

With the EM6910 around, I think that sales of the 800ESXL have fallen. It sounds to me like they might have learnt from their experience in Australia and might be trying to imitate Sunbeam. However, from what I have seen, it isn't clear to me that they have put in anywhere near as much work as Sunbeam has. In fact, it sounds to me like they have just gotten Heather to do some ads for an existing machine. Am I wrong?

Like I said, I haven't seen this Breville ad that you're talking about, Marshall, but it wouldn't surprise me if it is similar to this Sunbeam ad, which hit Australian TV screens some time ago.

Cheers,

Luca

[Marshall]

Marshall, do you have a link to the breville ad of which you speak?

Nope. Saw it on TV.

Have they introduced a new espresso machine? All that I saw on youtube was heather demonstrating how to use the Breville 800ESXL, which has been around for a while and which I seem to remember is basically the same as some of their cheaper machines, but in a really nice looking case.

I have no idea. There was a lot of talk about that Sunbeam when it came out in Australia, and many were disappointed it never showed up in the U.S. There is no relation between the video you linked and the ads that Breville is running here.

[Marshall]

Somehow, I doubt she's going to give up her GS3 in favor of a Breville anytime in the near future.

Hmmmm. Wanna make her an offer? http://www.home-barista.com/espresso-machines/gs3-fiasco-for-ken-foxs-reading-pleasure-t5131.html#p55929

[luca]

There was a lot of talk about that Sunbeam when it came out in Australia, and many were disappointed it never showed up in the U.S.

Maybe 110V isn't sufficient to power the thermoblocks? They seem to be on to a winner, so it's odd that they wouldn't have sold it in the US.

Cheers,

Luca

[Bushrod]

Then, when you see Heather do her cappuccino, it's a great reminder how much more important the skill of the operator is than the choice of machine.

Yeah, that's exactly what I thought

[another_jim]

Maybe 110V isn't sufficient to power the thermoblocks? They seem to be on to a winner, so it's odd that they wouldn't have sold it in the US.

There have been dual thermoblock machines in Europe for a long time, especially by Quickmill, which specializes in high end thermoblock machines. But the 110V 15amp limit makes it tough to bring them here. Many superautos now have extra thermoblocks on the steamer, while the Gaggia Baby Twin and rthe related Kitchenaid machine I'm not sure if they use the oddly shaped 20 amp plug or whether they lock out one thermoblock to use the other. There have even been similar issues with the early double boiler machines; although the heat storage of a large boiler allows one to use lower wattages than on thermoblocks