Sometimes real life is scarier than fiction. The Moka Pot, arguably one of the most iconic pieces of coffee equipment to be created in the last century, is in danger of being no more.
According to EuroNews, the stovetop coffee maker—your grandparents' favorite coffeemaker that they love to bring up when they find out you are into coffee—from Italian manufacturer Bialetti is facing a decline in sales as consumers are making the switch to the convenience of capsule machines. The company recently announced measures to “tackle a €68 million debt amid ‘significant doubts' about its ‘business continuity.'” The company admits to a €15.3 million loss over the first half of the year due to declining sales both in Italy and abroad.
And it's not that people are drinking less coffee, they are just switching how they make it.
“When it comes to large-scale distribution, sales of the capsules are growing rapidly while sales of ground coffee for the moka are declining, even here in Italy where 70% of families have a moka in their home,” said Francesca Arcuri, communications director for Italian coffee company Filicori Zecchini.
Sales of the Moka Pot saw 5% decrease during 2017, the same timeframe where capsules had a 16.8% jump in sales.
Will this be the end of the Moka Pot, and with it the end of stovetop coffee itself? [EDITORS NOTE: SPRUDGE COFOUNDER ZACHARY CARLSEN WOULD LIKE TO ONCE AND FOR ALL DISPEL THE MISCONCEPTION THAT MOKA POTS ARE PERCOLATORS. “DIFFERENT BREW MECHANICS ENTIRELY,” CARLSEN TELLS SPRUDGE] Will these sturdy and once ubiquitous brewers go quietly into that good night, becoming actual coffee heirlooms and not just coffee junk you find at antique stores? And for what? Capsules? Now that's truly terrifying.
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Top image via Goombanomics