Already claimed the coffees Aestheticboth inside and out, advocating transparency. Now, Yosoy continues its line of communication with an attempt to democratize good coffee and that anyone can take one with oatmeal without taking the subway.
Thus, while the specialty coffee shops focus on specific locations and audiences, “Café de Barrio” arises as a movement in collaboration with the iconic Italian brand La Marzocco, equipping bars of a lifetime with Yosoy Barista vegetable drinks, a professional machine and the desired specialty coffee.

To communicate it, the brand has chosen José Manuel Parada as spokesman, the mythical presenter of the television program “Barrio Cine.” If for years he approached the culture of popular cinema to the general public, he is now in charge of spreading another culture: that of good coffee.

Thus, “Café de Barrio” is an in-house movement by the Yosoy marketing team that seeks to decentralize quality coffee, taking it to those lifelong bars and coffee shops where good food is served, but not so good coffee. “While the focus of many vegetable drink brands is put exclusively in Specialty Coffee stores, we have also decided to bet on neighborhood bars, where they know what you are going to drink without asking for it and where a good coffee should also be served”explains Elsa Plañxart, Brand Manager in Yosoy Barista.

The collaboration with the Marzocco arises, as they explain from the brand in a statement, for being the reference in high -end espresso coffee machines. Thus, Yosoy has launched an initiative that offers participating bars their vegetable drinks, a professional espresso machine, specialty coffee and barista training.

As explained, the first to join has been the Simal Bar, in Tetuán (Madrid). A place “Authentic, with history and unpretentious” where Miguel, second generation owner, can now offer his life clients a lifetime Latte art With oatmeal “We wanted an action with real impact on people, rooted in culture and with respect for the Castizo. In the end, we have ended up creating a movement”says Merche Vaivén, creative director of the brand.