1950-1960 Victoria Arduino celebrated fifty years in business in1955, half a century in which it had become a leading light in Europe’s most famous bars and restaurants (including in Paris, l'Opera, the Orient Express, and the Moulin Rouge). At Bar Rocco in Manhattan too, Italian coffee "made by Victoria Arduino" is served. For the fiftieth anniversary of its founding, Victoria Arduino created "Marziana", one of the first machines with continuous delivery. Society, culture and even sport: in 1957, Victoria Arduino became one of the sponsors of the Giro d'Italia cycle race. In the same year it created the Juvara, an automatic model and one of the most original machines in terms of its technical features and innovative style.