Aroma at SIGEP: competitions, training, and connections that look to the future.

From 16 to 20 January , Aroma will be the protagonist at SIGEP , one of the most important events for the world of coffee and professional hospitality.

Hall B1 – Stand 014
A space designed not only to showcase our professional solutions, but above all to create opportunities for discussion, education, and inspiration for baristas, Ho.Re.Ca. operators, and industry professionals.

Aroma Latte Art Competition

Friday, January 16 – 2:00 PM

At the heart of our presence at SIGEP will be the Aroma Latte Art Competition , the new official competition dedicated to the world of baristas, created to enhance creativity, technique, and professionalism within a modern and engaging format.

The competition is designed to demonstrate the versatility of the Aroma La Doppia professional machine , capable of guaranteeing a high-quality service even in the world of vegetable drinks , thanks to the collaboration with Instead of .

The contestants will compete in preparing:

• 1 Cappuccino

• 1 Caffè Macchiato
  
  

Both drinks will be made using a plant-based beverage of your choice from:
coconut, almond, hazelnut, soy or oat .

A concrete opportunity to demonstrate how technology, expertise, and attention to new consumer needs can coexist in a high-level professional service.

Workshop "Alternative Drinks and Their Potential"

Saturday 17 January – 11.00 – 12.00 / Organised by Instead of

Alongside the competition, the program also includes an educational session dedicated to exploring alternative beverages and their potential in the world of bars and hospitality.

A workshop designed to offer practical tools, insights, and new perspectives on an ever-evolving market.

Art in a Cup: When ICONICA Meets Dance

Saturday, January 17 – 9:00 am – 5:00 pm / Aroma stand

Aroma presents “Arte in Tazza” , a campaign that combines the design of the Iconica machine with the universal language of dance.
As in dance, making coffee is a precise, harmonious, timeless gesture: forms become movement, technique becomes art, every detail is studied like a choreographic step.

A dancer will welcome visitors and guide the tastings, transforming the coffee ritual into a sensory experience.

Sunday, January 18 - 12:00 - 17:00 / Toraldo stand

The experience of “Arte in Tazza” continues with the tasting of the Origini blend at the Caffè Toraldo stand, in a traveling event that celebrates elegance and taste.

Growing Connections

SIGEP will also be a new chapter in the Connessioni project , which successfully debuted at the last edition of Host Milano.

Also on this occasion, the journey will be enriched by important collaborations with:

• Gianni Cocco

• Lollo Caffè

• Instead of

An ongoing dialogue between diverse skills, experiences, and visions, with the aim of creating real value for the professional coffee world.