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Italian coffee brand Musetti enters GCC market with Dubai debut at 25hours Hotel One Central

10/02/2022 – Beverages / Coffee / Musetti / Dubai / GCC / 25hours Hotel One Central

Italian coffee brand Musetti enters GCC market with Dubai debut at 25hours Hotel One Central

Caffé Musetti – a traditional Italian coffee brand with a history spanning nearly nine decades – has entered the GCC market with a prestigious hotel debut in Dubai, expanding its reach to over 60 countries on five continents. 

Caffé Musetti’s tailored blend for premium hospitality clients, Musetti VERDE, had its debut in Dubai with the recent opening of 25hours Hotel One Central. And next week, the respected Italian coffee brand will be showcasing its distinguished offering of signature and premium coffee blend’s at the UAE capital’s world-famous Gulfood expo (13–17 February).

Founded in the northern Italian city of Piacenca in 1934, the Musetti coffee roaster has over the decades become one of the most renowned traditional Italian roasters. And certainly, Musetti’s proposition hits the sweet-spot for the Hotels, Restaurants & Catering (HoReCa) industry in terms of size and flexibility – due to its boutique-size, the family-owned business has remained flexible to cater to special customer requests, while offering the needed production capacity to supply sufficient quantities for large hospitality operations.


Customised blend debuts in 25hours Hotel One Central

Caffé Musetti’s tailored blend for premium hospitality clients, Musetti VERDE, had its debut in Dubai with the recent opening of 25hours Hotel One Central. 


Musetti VERDE is a 75% Arabica–25% Robusta blend that is full-bodied, smooth and well balanced, featuring a taste of caramel with malty hints. It is a highly aromatic creation, incorporating numerous light fragrances, and features a pleasant finish without any bitter note. 

Musetti VERDE is served in Tandoor Tina, Monkey Bar and room service of 25hours Hotel One Central.


“At 25hours Hotels, we pride ourselves with being authentic and different in everything we do, therefore we are excited to offer Musetti coffee as one of our differentiators in the hospitality space, as Musetti is an Italian brand you can’t enjoy at every corner,” said Kristian Georgiev, F&B Operations Manager at 25hours Hotel One Central.


The time-honoured partnership between the hotel group and Caffé Musetti is actively led by Musetti’s country subsidiary in Austria, which is supporting 25hours Hotels across Europe and beyond in a key account role. The introduction of the hotel group’s brand to the UAE has triggered Musetti Austria to expand its responsibility to serve customers across the GCC by establishing a distributing organisation for the region.


Innovative in-room solution, made in Dubai

Offering hotel guests a freshly brewed cup of coffee in rooms instead of the usual instant coffee sachets was the aim when the Musetti team in Dubai explored new ways of preparing and enjoying consumers’ favorite hot beverage. The resulting solution is an innovative single-serve drip coffee product that allows guests to make fresh pour-over coffee at their convenience, within their hotel room. 


The production partner in Dubai grinds, packs and seals each drip coffee pouch of 10g Musetti coffee on a custom automated assembly line. 


“With the innovative drip-coffee pouches, we aim to liberate hotel guests from the dreadful experience of drinking instant coffee in rooms,” advised Andreas Krenn, Barista and Regional Distributor of Caffé Musetti. “We are glad that with 25hours Hotels in Dubai we have a partner who thinks alike and who aims to put high-quality coffee to guests at every touch-point. Together, we are offering a coffee experience for hotel rooms that is convenient and delivers rich aromas from opening the packet to the freshly brewed cup.”

Distinguished signature and premium coffee blends


Caffé Musetti offers a distinguished range of signature and premium coffee blends suitable for the full spectrum of HoReCa clients. Signature blends include Musetti 100 Absolute, a special selection of 100% Arabica beans; and Musetti Gold Cuvee, a composition of the finest coffees from Kenya, Brazil, El Salvador, Colombia and India, initially created for Caffé Musetti’s 80th anniversary and still served at the finest F&B establishments worldwide.


“In the UAE and the GCC, Musetti is a new player – and we are keen to offer our delicious blends to hotels, restaurants and cafés, and to create customised ones for high-volume hospitality customers in the region. We have created our unique blends over time to satisfy many tastes and needs,” Krenn informed.


Musetti offers a wide portfolio of coffee products, including ground and whole beans, capsules for various types of machine systems, as well as hot chocolate drinks. It will also introduce its drip coffee pouches in the GCC. 


Musetti has obtained an array of accreditations over the years, including Fairtrade and Halal Global certificates, as well as BRC certification (A Level), UNI EN ISO 9001:2000 certification, and BioAgriCert certification for coffee commercialisation of organic farming. Such accreditations serve as robust testament to the responsibility and standards-led approach of this long-established and well renowned traditional Italian roaster.


Musetti will be exhibiting at Gulfood on Stand B89, Italian Pavilion, Zabeel Hall 2. 

To learn more about Musetti, go to:

Latest issue – Vol 1/23
– Health & Nutrition focus
– Gulfood 2023 Special
– Next level legume – The rise of the chickpea
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