At the Prague Commercial Partner Event 2026, SEB Professional Beverage turned its ambition – to shape the future of professional coffee and beverage experiences – into a live showcase. On 19 and 20 January, partners and industry professionals in Prague experienced how innovations from WMF, Schaerer, La San Marco and Zummo come together to set new standards across coffee, juice and beyond.
Hosted as a two-day professional event, the program combined technology insights, brand showcases and hands-on product experiences, reinforcing SEB Professional Beverage’s position as a strong leader in professional coffee and beverage solutions.
WMF Peak 50 and WMF Elevation 10: Professional Quality for Smaller Spaces
A central highlight of the event was the presentation of the new coffee machines WMF Peak 50 and WMF Elevation 10 – the next generation of entry-level professional coffee machines that combine smart technology, modern design and reliable performance. Manufactured at SEB Professional Beverage’s new state-of-the-art production facility in Shaoxing, China, both machines are designed for use in small to medium-sized spaces.
They bring WMF’s renowned quality, intuitive operation and attractive design to offices, B&Bs, cafés and self-service areas. The strong interest they attracted during the event underlined SEB Professional Beverage’s commitment to continuously raising standards across all customer segments.
Radek Matuszewski, VP Coffee Europe/UK, Nordics & Eastern Europe
One Strong Partner for Every Professional Beverage Need
SEB Professional Beverage has a clear ambition: not to follow trends, but to set standards. Across coffee, juice and beyond. Across technologies, markets and use cases. With the understanding that one professional world comes with many different needs, SEB Professional Beverage positions itself as one strong partner, delivering tailored solutions through a powerful brand portfolio, innovative digital solutions and a strong service network.
In line with this ambition, the Prague Commercial Partner Event 2026 delivered a comprehensive showcase of innovations from across the entire SEB Professional Beverage brand universe. Guests explored the latest developments and solutions from WMF, Schaerer, La San Marco and Zummo – including new functionalities for the semi-automatic portafilter machine WMF espresso NEXT, the new “Cool Brewed” function for the WMF 1500 F and the innovative 2-Step Ice Maker Solution from Schaerer.
“The success of the Prague Commercial Partner Event 2026 reflects the strength of our partnerships and our commitment to innovation. Over two exceptional days, we introduced Elevation 10 and Peak 50 — among other innovations — which received a very positive response.”
Radek Matuszewski, VP Coffee Europe/UK, Nordics & Eastern Europe
Where Innovation Comes Alive
Live demonstrations, expert presentations and hands-on product experiences created a dynamic and engaging atmosphere, allowing attendees to experience both the new innovations and the broader SEB Professional Beverage portfolio. The Prague Commercial Partner Event 2026 made it tangible how SEB Professional Beverage – together with its brands WMF, Schaerer, La San Marco and Zummo – continues to set new standards in professional coffee and beverage solutions.
