World Barista Champion Jack Simpson Named FAEMA Global Brand Ambassador

Jack Simpson, the 2025 World Barista Champion, will join FAEMA as a Global Brand Ambassador, a move that stitches competition pedigree to one of espresso’s longest-standing machine makers. FAEMA, part of the Cimbali Group, announced the appointment on January 21, 2026, framing the collaboration as a bridge between FAEMA’s Milanese heritage and the next generation of baristas.

The partnership is tied to FAEMA’s ongoing 'I’m a Barista' campaign and is set to roll out a program of global activations throughout 2026, beginning in the Asia-Pacific region. FAEMA says Simpson will take part in event appearances, education and brand storytelling to highlight baristas and the role of espresso culture. The announcement was publicised during the World of Coffee season, aligning the ambassadorship with a period when cafés, roasters and competition baristas are already engaged in industry programming.

For baristas and coffee professionals, the practical value is clear. Jack Simpson brings recent competition experience to a brand platform that reaches shops, trainers and events worldwide. Expect Simpson to appear on stages and in classroom-style settings where extraction technique, tamp consistency, dial-in protocols and the finer points of crema and shot balance are conversation points. FAEMA’s network and trade show cadence mean local baristas may have opportunities to attend demos, observe cup tastings and access storytelling that elevates the barista role beyond service into craft and culture.

Cafés and roaster partners will likely find marketing and training lift from the association as well. FAEMA positions the ambassadorship as part of a larger effort to center baristas in product narratives, which can help cafés promote staff credentials and customer-facing education. The Asia-Pacific launch indicates FAEMA’s immediate focus on markets with thriving third-wave scenes and busy competition calendars, while the global activation schedule signals follow-up visits to Europe, the Americas and other regions later in 2026.

Jack Simpson’s move from the competition stage to a brand ambassador role follows a growing trend where World Barista Champions translate competitive visibility into education and industry advocacy. For readers who brew, tamp and pull shots daily, the collaboration promises more accessible expert-led content and chances to see top-level technique in person. Watch FAEMA’s event listings and local World of Coffee satellites for specific dates and appearances as the 2026 program unfolds, and consider this ambassadorship a timely chance to connect competition-level insight with everyday café craft.