Ameritalia was founded as a subsidiary of "Bay Area Coffee Service"in 1990. Bay Area Coffee Service originated in 1982. The owner, Al Avolicino, started in the coffee industry in 1970 with General Foods Corporation, now owned by Phillip Morris.

After serving businesses in the San Francisco Bay Area for 10 years with coffee and beverage services, Al saw a new trend in coffee taste emerging... and with the advent of Espresso Bars/Coffee Bars, Ameritalia was formed. With the formation began the importation of Espresso machines from Italy. Espresso bars and other equipment soon followed and a complete Gourmet Beverage Business was born. A modern Espresso Bar Showroom was established in Belmont, CA to display equipment, coffee bars, coffee carts, imported coffees and accessories.

In 1993 Al designed and built a modern Italian style coffeebar with roasting facilities in Dublin, California known as Celebrity's™ which he eventually sold to devote himself full time to the sale of espresso machines and related products, as well as design/consulting services for potential owners/operators of espresso bars.