In the early 1930s Mr. Ugo Incerpi, owner of the Bar New York, bought a coffee roasting machine, in order to be able to offer a special product to the sophisticated clientele visiting the spa town to rest and “take the waters”. The result? His coffee was so good that, within a short time, word spread and on Sundays people even came from Florence to enjoy “Sor Ugo’s” excellent coffee. The classic “Caffè New York” brand, with its logo represented by a black woman holding a handful of coffee beans, appeared in the mid 1930s. A redesigned version of this symbol is still used today.