The Paris Baguette Blend, crafted by Lavazza, is a whole bean coffee offering that is sourced from Rainforest Alliance Certified coffee farms. Produced to support environmental sustainability, the premium Arabica Coffee blend is made with RFA certified sustainably grown, 100% Arabica beans.

“We are excited to deepen our partnership with Lavazza, a brand synonymous with excellence in the coffee industry,” said Eric Galkin, vice president and head of supply chain at Paris Baguette. “This collaboration represents a natural progression of our shared commitment to quality ingredients and innovation.”

The Blend offers a robust, full-bodied flavour that is balanced with sweet, chocolate undertones. It is available for purchase at participating US Paris Baguette locations.

“At Lavazza, we are proud to join forces with Paris Baguette to introduce the Paris Baguette Blend, crafted by Lavazza,” shared Jonathan Lehr, marketing director for Lavazza North America, Inc. “This collaboration not only introduces a remarkable coffee blend to the market but also serves as a testament to our shared values and the belief that businesses can make a positive difference in the world.”

For more information on Lavazza, visit lavazzausa.com or @lavazzausa. For more information on Paris Baguette, visit parisbaguette.com or @parisbaguette_usa.

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The Argentinian tea and coffee markets are steadily growing this year thanks to generally improving economic situation in the region and stable domestic demand.

Argentina has rich traditions of tea and coffee drinking. While the Covid-19 pandemic and serious financial problems of the country had resulted in a serious drop of consumption of both drinks, the market has almost completely recovered, although the rise of coffee prices by almost 150 percent in the last year put a serious pressure on the market.

For many global coffee majors, the expansion into Argentina along with Brazil, is a priority due to the potential, which is associated with the Latin American region and the exodus of business from the markets of Russia and Ukraine — once the most important emerging markets for them.

With the population of more than 47 million people and a status of the second largest country in the Latin American region, Argentina has always been under the radar of some major tea and coffee producers.

Emanuele Uccellini, the Caribbean and Latin America BU Director for Lavazza Group BU Americas told T&CTJ in an exclusive interview, that Lavazza has been present in the Argentina for many years, and that the market represents a top priority within the Latin America region for two main reasons:

1. The growing interest of consumers in high-quality coffee brands. The demand for specialty coffees has been increasing significantly, especially during the pandemic, and we’ve seen the trend keep growing, mostly among younger consumers.
2. The relevant presence of people with Italian roots: they always feel at home when they sip a good Lavazza cup of coffee.

The Argentinian coffee market has always been of interest to other global majors as well.

One of them is JDE Peet’s, which in recent years has significantly strengthened its positions in the local market. A spokesperson for JDE Peet’s, said, “JDE Peet’s does sell a range of products across our brand portfolio in Argentina including NCC capsules. We anticipate that the demand for coffee and tea will only continue to grow globally. We recently signed an agreement to acquire Marata’s coffee and tea business in Brazil, and South America in general is an area in which demand for coffee and tea is increasing.”

The Argentinian market also attracts the interest of global coffee chains, many of which are considering accelerating expansion in the local market in years to come, which is primarily done through the expansion of the existing portfolio. One example is Starbucks, which considers the local market as a priority for its growth.

A Starbucks’ spokesperson told T&CTJ, “Starbucks entered Argentina in 2008 with our first store in Buenos Aires. Today, the brand operates over 130 stores in the market, providing employment opportunities to over 1,700 green apron partners,” noting that earlier this year, Starbucks celebrated its 15^th anniversary in Argentina, together with its licensed business operator, Alsea.

In April 2023, the spokesperson said that Argentina took a significant step toward a more sustainable future by certifying its first two Starbucks Greener Stores. “This is part of Starbucks global vision to have 3,500 Greener Store-certified locations worldwide, aiming to cut our climate, water, and waste footprints in half by 2030. Starbucks Argentina also continues to expand its plant-based menu offerings in an effort to deliver increased options for our customers.”

Furthermore, in collaboration with Alsea, Starbucks announced plans to operate 2,000 Starbucks stores in the 12 markets where Alsea operates the brand globally by the end of 2025.

Starbucks and other leading Western coffee chains operating in the country have faced strong competition with local players. An example of this is Café Martinez chain, a local chain that has almost doubled the number of its outlets within Argentina the last few years and which plans to continue its active expansion in years to come.

Coffee consumption is growing

A senior researcher at Euromonitor International said that in 2022, the total volume sale of coffee in Argentina is set to post a third consecutive year of growth, following a decline during the outbreak of Covid-19. “For the current year and beyond even though consumers have returned to pre-pandemic habits, total volume consumption is forecast to grow much slower. This is due to the long-term unstable economy, increased poverty, and high inflation, which is diminishing the purchasing power of middle and low-income consumers.”

However, coffee is set to post the highest total volume and current retail value growth in hot drinks, driven by the widening use of instant coffee, which began seeing consumption growth in 2021 and 2022. Instant coffee benefits from being affordable, while offering a widening variety of coffee mixes. New coffee consumers tend to start with lighter options, with less coffee flavour and with more milk content, with the inclusion of chocolate and other ingredients.

The coffee industry has suffered a major world price hike due to drought conditions in Brazil, which led to considerably lower production and higher freight costs. Coffee pod consumption rocketed as consumers prioritised high-quality coffee with a desire to replicate foodservice experiences at home. The coffee pod category was also stimulated by a continuous entry of new brands, including La Morenita, La Virginia, Jacobs, L’Or, Viaggio, and Nestlé Argentina’s latest novelty with Starbucks. Sales of coffee pods were fueled by the growth of ecommerce, the fastest-growing channel in the hots drinks industry in 2022.

According to Euromonitor’s spokesman, retail value sales of coffee in Argentina increased by 67 percent in current terms in 2022 to ARS 80.3 billion The instant coffee mix category was the best performing one in 2022, with retail value sales rising by 75 percent in current terms to ARS 5.4 billion. Retail sales in 2022 had a CAGR of 59 percent, hitting ARS 811 billion (CAGR of 15 percent over the forecast period 2022-2027).

Coffee does grow in Argentina; however, it is produced in only a single plantation in the Yungas — a bioregion of a narrow band of forest along the eastern slope of the Andes Mountains from Peru and Bolivia. It emerged in the early 1970s under the name of Café Baritú when authorities in the province launched an ambitious plan to make Northern Argentina a coffee-producing area.

Graciela Ortiz, the owner of Café Baritú in an interview with the Argentinian iProfesional business paper said that the coffee produced on the Salta farm is Arabica. “It is actually a mixture of two Arabicas, one Colombian and the other Brazilian,” he specifies. “It has a very subtle flavour, with fruity, perfumed notes.”

As for coffee, although Argentina is still far from countries like Norway, Finland or the United States in terms of coffee consumption – being stagnant for years at a per capita consumption of only one kilo per year – the sector has shown sustained growth recently, which is mainly due to the rise of popularity of coffee among local customers.

According to a study conducted by the Argentine Coffee Chamber in collaboration with the firm The Brand Bean, today, coffee in Argentina represents 45 percent of the beverages chosen compared to all other beverages and is consumed mostly by people between 25 and 44 years old.

Most local citizens prefer milder coffees instead of stronger roasts as in many European countries. According to some media reports, an average of one kilo of coffee per capita is consumed annually (208 cups) in the country, with the instant variety being the most consumed. Nine out of 10 Argentines prepare it at home and approximately 50 percent of consumers add milk.

Regarding the most chosen varieties, young people seek to customise it and choose to consume cold and instant coffees. On the other hand, those over 35 years of age choose the capsule format.

According to experts of La Nacion, local consumers are increasingly interested in knowing everything about the product: who makes it, what differential attributes it has, what extraction method enhances it, what the differences are between varietals and what the different types of filtering are like. In addition to choosing coffees from more exotic origins, such as Kenya, the Dominican Republic, Honduras or Haiti, they also turn to cold brew when the temperature rises.

Tea-growing & consuming are strong

In the case of tea, retail value sales grew by 62 percent in current terms in 2022 to ARS 21.3 billion. Green tea was the best performing category in 2022, with retail value sales rising by 73 percent in current terms to ARS131 million.

Retail tea sales had a CAGR of 41 percent in 2022, reaching ARS 118 billion (constant value CAGR of 2% over the forecast period).

Tea sales saw growth in total retail volume terms in 2022; resulting from the increasingly positive perception of tea as a healthy option. Argentinian consumers have always been very health conscious, but the outbreak of Covid-19 increased this, with consumers discussing and looking for ways to boost their immune systems. Greater interest has been given to specific functional benefits offered by different tea varieties, particularly those claiming to strengthen the immune system or provide a calming effect. Thus, green tea and herbal/fruit tea have seen strong growth, driven by their functional fortified options.

Argentina has a more robust tea production than that of coffee. According to Argentinian Mitre Y Elcampo business paper, tea production is in the southernmost part of Argentina, located between 26° and 28° South latitude, there are about 6,800 producers with an area of 40,500 hectares. About 94 percent of them are located in the province of Misiones, and the remaining 6 percent are in Corrientes. A characteristic of Argentine tea is its high concentration of polyphenols.

Approximately 90 percent of Argentine tea production is destined for foreign markets and its volume represents almost 2 percent of world consumption. The main destination is the United States, with 70 percent of the production. Currently, Argentina is the main exporter of tea to the United States of America. Other important destinations are Chile, Poland, Russia, Germany; followed by the United Kingdom, India, Malaysia and 30 other countries

The annual volume of tea exports from Argentina are varied in range of 70,000-75,000 tonnes mostly black tea for about USD $75 – $83 million in value terms. Nearly 64 percent of the cultivated area is certified with the RAS Standard (Sustainable Agriculture Network, triple impact).

Tea consumption in Argentina has been steadily growing with the biggest demand being observed in case of gourmet tea. This has even stimulated the development of tea tourism in the region, with the province of Misiones, which is located in the northeastern corner of the country in the Mesopotamia region, at forefront of this.

• Eugene Gerden is an international freelance writer, who specialises in covering the global coffee, tea and agricultural industries. He worked for several industry titles and may be reached at gerden.eug@gmail.com.

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This winter, Lavazza is taking coffee enthusiasts on a journey through the warmth and wonder of the holidays with their specially crafted Holiday Blend that offers notes of toasted almond and warm spice to capture the essence of the season. The Holiday Blend combines the rich, aromatic flavors of Lavazza’s premium coffee beans with the charm of Rifle Paper Co.’s signature illustrations.

“Lavazza has always been committed to delivering the finest coffee experiences, and this partnership with Rifle Paper Co. allowed us to create a blend that captures the essence of the season,” shared Jonathan Lehr, marketing director for Lavazza North America, Inc. “The Holiday Blend is a true celebration of craftsmanship, artistry, and the joy that a great cup of coffee can bring.”

The blend will be available for $9.99 in select retail partners including Target, Eataly and Epicerie Boulud for a limited time, while supplies last. It will also be available online for shipping nationwide at www.lavazzausa.com, www.riflepaperco.com and on Amazon.

“We are excited to partner with the iconic Italian coffee brand Lavazza to design their Holiday Blend this year,” shared Anna Bond, Rifle Paper Co. co-founder & CCO. “When designing the artwork, we were inspired by nostalgic holiday gatherings at home with family and friends, festive city decorations, and even included a subtle nod to Lavazza’s heritage with a row of brownstones in the colors of the Italian flag. We hope the collaboration inspires small moments of joy during the holiday season.”

For more information on Lavazza, visit www.lavazzausa.com  or @lavazzausa. For more information on Rifle Paper Co., please visit www.riflepaperco.com  or @riflepaperco.

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Hosted in Islington’s Business Design Centre, London, it was great to see the coffee and tea industry so well represented at this scale of show compared to the other larger international events taking place at the moment. The show offered a great mix of big names such as Lavazza, Pukka and Sucafina, alongside the smaller-time roasters and newcomer businesses.

Elliot Gard, event director, commented, “One of my favourite things about Caffè Culture is bringing our fantastic industry together to share ideas, build new relationships, learn about the latest trends whilst reacquainting yourselves with old friends and colleagues for two busy days of invaluable networking.”

Alongside the 110 exhibitors, there was a speaker line up of over 40 experts, six of whom attended a panel discussing Supply Chain Sustainability. This included: Emma Haines, UK sales manager, Alegrano; Mandi Caudill, carbon project manager & lead ecologist, Falcon; Sarah Walker, sustainability officer, Origin Coffee; Catalina Gutierrez, co-founder, Cata Export; May Putman Cramer, change manager for sustainability, Sucafina; and Frank Turner, responsible sourcing manager, Taylors of Harrogate.

Catalina and Mandi begun by discussing what their respective companies’ main sustainability focus currently is. Catalina explained that pricing and nurturing connections along their supply chain is important, as stabilsing pricing creates loyalty and trust, and this not only leads to more sustainable relationships, but trust and accountability. Meanwhile Mandi revealed that Falcon currently have 20 different sustainability projects on the go, with lots of data and science driven initiatives. Its main objective is to consolidate how emissions are measured in the coffee industry, and find a common standard to hold companies to, rather than the current individualistic approaches which create a barrier for cross company comparisons and collaborations.

Emma added to this by explaining that access to finance is the main barrier for producer sustainability, alongside a lack of information and education on the issues. Communication at farm level and bringing the producers into the conversation about sustainability strategies is essential for the longevity and equality of the schemes.

Mandi agreed and commented that companies are making sustainability claims and expecting the farms to carry them out, despite the majority of emissions not even coming from the farm level of the supply chain. All of the responsibility cannot be placed solely on the farmer, especially when the vast majority of coffee farmers are living below the poverty line, pointed out Frank. For impactful sustainability practices to be implemented at origin, there needs to be a restructuring on how so much of our coffee is sourced to ensure security of farmer livelihoods.

This perspective of looking more holistically at the coffee supply chain was concurred by Sarah, who argued that we cannot just use technology as the solution, it can only delay or shift problems. She used the example of the development of bio-plastic; while a valuable innovation and substantially improved upon petroleum-based plastic, according to a study by University College London, if we were to replace all plastic we currently use with bio-plastic, in order to meet this demand there wouldn’t be enough land left to grow food. A longer term solution needs to be found. And this is the same with the coffee supply chain.

Frank asserted that we need to face up to the issues of the coffee supply chain and ask the uncomfortable questions if sustainable and long-lasting progress can be made to save the coffee industry for future generations.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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American coffee culture is associated with speed and quantity rather than relaxation and enjoyment. Building on the success of last year’s programme, “Unwrap & Ungrind” helps coffee and chocolate aficionados alike to “unrush” by unwrapping a Kinder Bueno bar and enjoying the moment. To help consumers relish in their coffee moments with Kinder Bueno, the brand is teaming up with Lavazza.

“The well-balanced, rich, and sweet flavor of Lavazza’s signature Classico blend is the perfect pairing for the crispy, creamy hazelnut in Kinder Bueno,” said Shalini Stansberry, vice president of marketing, Kinder Snacking. “Even just one bite of a crisp wafer filled with creamy hazelnut filling, covered in milk chocolate is enough to elevate your coffee ritual this National Coffee Day.

“Some of life’s best moments happen over coffee and chocolate, which is why it made complete sense to partner with Kinder Bueno for National Coffee Day,” said Jonathan Lehr, marketing director for Lavazza North America, Inc. “There’s nothing like sipping, not gulping, your favorite coffee beverage, paired with a delicious chocolate bar. We can’t wait to see how consumers enjoy their everyday coffee moments this year.”

To help consumers savor their coffee moments, Kinder Bueno and Lavazza are giving away a one-year supply of Kinder Bueno bars and Lavazza Classico Coffee. Up to ten lucky additional winners will also receive a coffee break kit including Kinder Bueno bars, Lavazza Classico Medium Roast ground coffee, a double wall stainless steel vacuum insulated mug and Hairo Coffee Dripper. The giveaway will be for top fans starting at approximately 10am on 26 September and ends at midnight on 3 October. Consumers must be 18 years or older and a United States resident to participate in the Kinder Bueno and Lavazza National Coffee Day giveaway. To enter, head to Kinder Bueno’s Instagram page (@KinderBuenoUS) and follow the rules on the giveaway post.

In addition, both brands are bringing double the savings by giving shoppers at participating retailer locations including Kroger, Ahold, Wakefern and Albertsons USD $3 off when they purchase any one Lavazza coffee product and any one Kinder Bueno product now through the end of October, while supplies last. Consumers can also visit Amazon.com and save 20% when they buy any Lavazza coffee and Kinder Bueno bars.

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Coffee cherries are ‘superfruits’ that contain polyphenols, hydrocinnamic acids (sweet, balsamic and cinnamon tasting compounds), potassium, calcium, magnesium and vitamin C. Cascara is a by-product of coffee beans, obtained from the cherry after the coffee bean is removed. To consume cascara, it must first be dried fully and carefully. Cascara is subject to the same concerns about mold and toxins that coffee beans are, but unlike coffee, cascara is typically just dried, not roasted at high heat. Cascara has about a quarter of the caffeine levels compared to regular coffee brews. It is currently unregulated in the United States and several European countries but is banned in the UK. 

Against the backdrop of several prominent players’ tennis matches, Elena Calegari, innovation & development manager and Andrea Mazza, food & beverage senior expert, explained why Lavazza is developing cascara into beverages and presented attendees with several cascara drinks. In addition to the potential health benefits for consumers, they noted that selling cascara would offer coffee producers another revenue stream and enhance the coffee supply chain. 

During the presentation, attendees were able to sample four different cascara-based beverages: coffee nectar (plain cascara), peach coffee nectar (flavoured cascara) – both of which tasted similar to iced tea – a granita, and my personal favourite, a white cascara cocktail, which tasted similar to a White Russian, featuring cascara, vodka, Frangelico and cream. 

Lavazza’s plan for cascara beverage is still in the planning and testing stage but Calegari and Mazza said they will be hosting more cascara master classes and demonstrations at different events around the world. 

Several coffee brands have previously tested cascara beverages in their coffee shops, but most were limited-edition drinks. It will be interesting to see how Lavazza realizes its plans for cascara, what a cascara beverage rollout would look like, and if other coffee brands will follow suit. If cascara becomes a ‘legitimate’ beverage rather than just a limited-edition drink or fad, it could positively impact coffee producers’ livelihoods thereby furthering efforts towards a circular economy. 

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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This year, Lavazza served up a range of offerings during Fan Week 22-27 August, and will continue to do so in cafes located on-site throughout the Open at the USTA Billie Jean King National Tennis Center’s Food Village. Lavazza will be showcasing its blends with a variety of specialty hot and iced coffee beverages from cold brews, lattes, cappuccinos, espressos and more. Lavazza will also offer their selection of ready-to-drink cold Brew cans. Lavazza’s ready-to-drink cold brew is the only one of its kind made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee.

Lavazza will host an immersive experience on-site for guests to step foot into the world of Lavazza with a larger-than-life branded photo booth. Consumers who visit the space during Fan Week will also have the ability to spin the Lavazza Prize Wheel for the chance to win a variety of prizes including bags of coffee, coffee beverages and other branded items.

Through its partnership with FIU’s Chaplin School of Hospitality and Tourism Management, Lavazza sponsored a cocktail competition for the graduate students to create custom coffee cocktails using Lavazza’s Ready to Drink coffees. The three winning students will serve up their cocktails within the Lavazza Premium Coffee Corporation’s Suite at this year’s US Open.

“Just as in tennis, we at Lavazza strive for the perfect serve. Our passion for precision, excellence, and the relentless pursuit of improvement unites us with the spirit of the US Open,” shared Jonathan Lehr, marketing director for Lavazza North America, Inc.

Lavazza’s passion for tennis, which began at Wimbledon, has forged a bond between the brand and the sport since 2011. Over this time, Lavazza has served ten million espressos to fans from around the world and is now continuing its mission of spreading Italian coffee, taking part in the world’s most prestigious tennis events. Since 2019 Lavazza has supported a rising star, Italian professional tennis player, Jannik Sinner, now ranked as world No.6, who will continue to serve as an Ambassador of the brand, further showcasing its roots in the sport and support for Italy within the United States.

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Most recently, Lavazza USA announced that it is now the official coffee sponsor for Platform by the James Beard Foundation, a state-of-the-art show kitchen, event space, and educational hub for outstanding culinary arts programming that launched this spring. Within the newly launched educational space, Lavazza recently co-hosted a ‘Breakfast Around The World’ brunch where Lavazza coffees were paired with global dishes prepared by James Beard chefs. 

The Turin, Italy-based coffee company also announced that it will co-host additional ticketed events this autumn including ‘Espresso Cocktail and Cakes’ and ‘Breakfast The Italian Way’. Together, Lavazza and the James Beard Foundation strive to elevate the culinary world and create unique experiences that celebrate the art of coffee and food. 

Lavazza is also the exclusive coffee sponsor for all four tennis Grand Slams, including the US Open, which begins later this month. 

• By Aubrye McDonagh Leigh

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The newest training center, which was classified as an SCA (Specialty Coffee Association) Premier Training Campus on 19 May, houses Lavazza’s premiere coffee making equipment. These state-of-the-art coffee equipment and tools are helping to inform the future of coffee making and support new and emerging trends in the space. Led by director of training, Frank LaRusso, the location will serve to educate Lavazza staff, baristas, sales representatives, restaurant and hotel partners, and office coffee and away from home distributors on the art of using Lavazza products. This center will also serve as a hub and gathering space for the coffee industry in Chicago. Lavazza’s trainers are qualified to the highest level of certification within the industry, as SCA Authorized Specialty Coffee Trainers (AST), and will be onsite to train and certify others with the wide range of equipment available to them at this facility.   

“We are so excited to be opening a new training facility and further the expansion of our brand and its experts. We look forward to continuing our dedication to training and leading within the industry through our master classes and shared passion for all things coffee,” said LaRusso.  

The center will also offer master classes for those looking to accelerate their coffee business. With both “Barista Training” and “Coffee Menu Management,” participants will receive hands-on training and professional tips. Led by some of the brand’s expert trainers, these classes will teach the art of various brewing methods and management of coffee menus as a way to increase appeal and profitability.    

“With the opening of our new Chicago training center, we are showing our dedication to perfecting coffee and commitment to training professionals who can deliver the Lavazza experience we are globally renowned for worldwide,” shared Camille Vareille, VP – head of marketing Americas at Lavazza Group. “We hope that our new training facility serves the community of Chicago and fosters an environment for creativity, learning and a shared passion for coffee.”  

To celebrate the training center opening, the brand hosted master classes, taught by expert baristas, and a grand opening happy hour. For the happy hour, Lavazza paired espresso martinis and specialty drinks with assorted appetisers and desserts from James Beard’s restaurant, The Purple Pig. Guests were able to try the latest on-trend drink recipes, cocktails and latte art alongside gourmet appetizer and dessert pairings. Lavazza’s expert trainers were available to answer any coffee-related questions and offer tours of the new state-of-the-art facility.   

For more information about the Lavazza brand and training centers, please visit lavazzausa.com.  

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Paris Baguette and Lavazza have partnered with artist, Matt Chessco, to develop a limited-edition reusable coffee cup in celebration of Earth Day. The eco-conscious coffee cup, which features custom Matt Chessco artwork, is reusable in honour of the upcoming holiday.

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“Princess guests love their coffee as the morning ritual at the International Café in the legendary Princess Piazza. With a relentless focus on what’s important to our guests, we are upgrading the experience and magnifying our Italian heritage with Lavazza,” said John Padgett, president of Princess Cruises. “Our Lavazza partnership gives our guests yet another thing to love about a Princess vacation.”

Lavazza offerings will begin rolling out on Princess ships throughout the spring and guests can expect to enjoy the brand’s array of hot coffee options and convenient Ready-to-Drink cans. The relationship will extend beyond offering Lavazza products and services on board to include unique coffee-inspired dinners and recipes collectively designed by Lavazza experts and Princess executive chefs, educational sessions, tastings, food pairings and samplings. The two brands will also collaborate on upcoming marketing campaigns, promotions and exclusive events.

“We have been inspired by the way Princess Cruises creates memorable experiences for their guests and feel a strong synergy between both brands in our commitment to quality, innovation and entertainment,” shared Camille Vareille, vice president – head of marketing Americas at Lavazza Group. “We are excited to come onboard to offer an elevated coffee programme and showcase our premium products to a broader, international audience.”

For more information on Lavazza, please visit lavazzausa.com.

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The Paris Baguette and Lavazza partnership highlights the organisations’ shared passions for supporting and making a positive impact on local communities. Through Lavazza’s sustainability initiatives and Paris Baguette’s commitment to giving back, both companies hope to make a real and lasting difference in the communities they serve. Paris Baguette will be serving a selection of Rainforest Alliance-certified coffees, including Lavazza’s specialty “La Reserva de ¡Tierra! Selection,” a premium blend of high-grade natural and washed Arabica from Central and South America. A balance between notes of jasmine flowers, almonds and milk chocolate, a medium body and a delicate taste. La Reserva de ¡Tierra! Selection features coffee sourced from communities supported by the Lavazza Foundation, with social responsibility projects aimed at developing living conditions and economic growth while respecting the environment.

All Paris Baguette specialty coffee beverages will be made with Lavazza’s coffee blends and cafés will serve the brand’s popular ready-to-drink cans of refreshing cold brew that are organic and Rainforest Alliance certified. The ready-to-drink cans are available in four flavour profiles that offer both dairy and non-dairy options. The flavours include: Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk.

“Paris Baguette is proud to partner with Lavazza, which shares a commitment to using quality ingredients, sustainable practices and a passion for spreading joy,” said Pete Bell, chief marketing officer at Pete Bell. “We’re looking forward to working with Lavazza to deliver exceptional service to our customers while taking care of our neighbors, our planet and our future.”

The partnership also provides Lavazza customers with easier access to their favorite coffee drinks, which they can now get at any Paris Baguette location. Lavazza has crafted a custom coffee program for Paris Baguette to ensure beverages will continue to be the high quality that coffee enthusiasts are accustomed to. The programme includes co-branded coffee cups, brewing equipment, and other in-café materials, plus extensive staff training on authentic Italian brewing practices. Consumers can expect exciting activations in stores throughout the year tied to upcoming coffee holidays and moments.

“We are excited to expand our footprint in the United States through this new partnership with Paris Baguette and introduce our line of products to their loyal customer base,” shared Camille Vareille, VP – head of marketing Americas at Lavazza Group. “As a value-driven brand, we believe Paris Baguette perfectly complements our mission to create quality products while also providing real, lasting impacts within our communities.”

Learn more at ParisBaguette.com or www.lavazzausa.com.

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Just in time for National Coffee Day on 29 September, Baileys Deliciously Light and Lavazza are releasing five new cold brew coffee recipes featuring cream from Ireland and the rich cocoa and vanilla flavours of Baileys paired with Lavazza’s line of four organic RTD Cold Brew coffee cans: Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk.

“Baileys Deliciously Light is such a delicious and versatile product, and paired with Lavazza’s ready-to-drink cold brew cans provides a simple yet innovative way to treat yourself to an iced coffee anytime, anywhere,” says Stacey Cunningham, director of Baileys & Liqueurs, Diageo North America. “Iced coffee always comes down to personal preference so we’re excited to partner with Lavazza to offer new and unique recipes for every type of coffee drinker perfect for various occasions including daytime celebrations, brunch and many more.”

If you’re in need of a Baileys and coffee restock, looking to gift the coffee aficionado in your life or just want to whip up some of the new cold brew coffee cocktails for your next get together, Baileys Deliciously Light and Lavazza in partnership with Cocktail Courier are releasing the Deliciously Light Cold Brew Kit so you can easily recreate the new recipes from the comfort of your own home. The cocktail kit includes a bottle of Baileys Deliciously Light, a variety pack of Lavazza’s organic ready-to-drink Cold Brew cans, two tumblers to sip with friends, a milk frother, sphere ice cube mold, and garnishes to top it all off.

“As the popularity of the year-round cold brew coffee drink continues to rise, we’re thrilled to partner with Baileys Deliciously Light to offer original recipes that are easy-to-make yet elevated,” says Jonathan Lehr, marketing director of Lavazza Group. “The blend of Baileys’ signature creamy flavours combined with Lavazza’s premium organic ready-to-drink cold brew cans creates a melt-in-your-mouth-taste experience that we can’t wait for everyone to try!”

Baileys Deliciously Light is the brand’s lightest indulgence yet, made with 40% less sugar and 40% less calories than Baileys Original Irish Cream* and is currently available wherever fine spirits-based beverages are sold for a suggested retail price of $23.99 for a 750ml bottle. Enjoy Baileys Deliciously Light over ice, chilled, in a smoothie or with hot, iced or whipped coffee so you now have more occasions to treat yourself including daytime celebrations, brunch and many more. Lavazza’s Ready-to-Drink Organic Cold Brew is the only one of its kind to be made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee. All four flavours are available for $3.49 MSRP and can be purchased at LavazzaUSA.com, Amazon.com, Eataly, Stop & Shop, Food Lion locations and more. For more information, please visit www.BAILEYS.com or LavazzaUSA.com.

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As a preview to the US Open, Fan Week returned last week for the first time since 2019 allowing the public a sneak peek to the excitement surrounding the tournament. Lavazza created a “Journey to Italy” activation for fans to escape the concrete of New York and take photos with scenic Tuscany views. Beginning at Fan Week and continuing throughout the remainder of the tournament, guests will be able to participate in a variety of ready-to-drink organic Cold Brew Coffee giveaways and sign up on-site for the chance to win a trip to Italy.

In celebration of this year’s partnership, Lavazza is teaming up with fellow Italian heritage brand and one of its partners, Harry’s Table by Cipriani, to create a curated “Breakfast of Champions” menu featuring “coffee-tails” made with Lavazza’s ready-to-drink Cold Brew Coffees. The menu includes best-selling breakfast items from Harry’s Table by Cipriani like an Italian V-Mule paired with a Mini Panino Cotto and Asiago; a Cold Brew Tonic paired with a Mini Croissant Prosciutto Crudo di Parma and Mozzarella di Bufala; a Bittersweet Paloma paired with Mini Croissant Eggs and Smoked Salmon with Lemon Zest; and a Cappuccino Cold Brew paired with Mini Bombolone Crema Pasticcera. This limited time menu complements both brands’ Italian roots and will be available to customers during the US Open finals with the unique “coffee-tails” also being served on-site at the US Open in Lavazza’s VIP Suite.

“It is an honor to be back at US Open in 2022 for the Tournament’s return in grand style after two very difficult years, and we are thrilled that our partnership has been extended until 2025. To mark this moment, we will be again serving up new and innovative products to fans, including our ready-to-drink Cold Brew Coffees. This celebration of sports, tradition and excellence is something we look forward to and cherish each year.” said Davide Riboni, President of BU Americas at Lavazza & CEO of Lavazza US.

With cafes located on-site at the USTA Billie Jean King National Tennis Center’s Food Village, Lavazza will be showcasing its latest invention to athletes and fans attending the sporting event with a variety of specialty coffee beverages – allowing attendees to “Sip into the US Open”. Lavazza’s ready-to-drink organic Cold Brew Coffee products, which will be showcased for the first time at this year’s US Open, marrying coffee excellence with convenience in the form of four ready-to-drink cans: Original Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk. Each low-calorie can offers premium flavor profiles from sweet and fruity aromas to tastes of nutty, creamy chocolate, helping to elevate the category that traditionally focuses on high caffeine content over flavor quality. Made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee, these flavors deliver a refreshing twist to the authentic Lavazza coffee experience … a journey of the senses with every sip.

To mark the Group’s dedication to the world of professional tennis, Lavazza has also recently renewed its partnership until 2025 with Roland-Garros and Wimbledon, while continuing to be a Platinum Partner of the Nitto ATP Finals 2021-2025 held in Turin. These collaborations showcase Lavazza’s ongoing commitment to support tennis on a global scale and form part of Lavazza’s wider narrative to champion premium sporting events. This year, Lavazza also is proud to have Italian professional tennis player Jannik Sinner as an Ambassador of the brand further showcasing their roots in the sport and support for Italy in the US.

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Coffee is a fundamental part of Italian culture. There are about 162,000 coffee bars in Italy on average serving 175 cups of simply espresso every day, the Italian Federation of Public Exercises estimated. As many as 97 per cent of Italians drink coffee several times during the day.

An average Italian spends EUR €260 a year on coffee, which includes consumption at home, at the coffee bars, and in the office, according to Coffee Monitor Nomisma. Some researchers even suggest that Italians drink so much coffee because of having a gene that influences the daily need for caffeine. In other words, Italians may have a passion for coffee written in their DNA.

Image: Segefredo Zanetti Italia

This makes Italy the third-largest coffee-consuming country in Europe. The Italian coffee market was valued at USD $3.16 billion in 2020, research conducted by Mordor Intelligence showed.

“Espresso is an icon of Italian consumption habits. Its rituality is codified and is hardly affected by major changes or fashions,” commented Nicolas Peyresblanques, CEO of Segafredo Zanetti Italia.

When it comes to consumption preferences Italian espresso has its own distinctive features, mostly linked to geographical areas, as in southern Italy the most consistent and strongest blends are preferred, whereas in northern Italy the roundness of flavour and the softness of extraction are favoured, Peyresblanques said.

The Italian market has always been considered rather conservative. There are certain rules of coffee consumption: a cappuccino with breakfast, a caffè macchiato – or two – as an afternoon pick-me-up, and espresso after dinner.

Image: Illycaffe

As explained, by Peyresblanques the charm of the traditional moka pot is handed down from generation to generation, so much so that coffee prepared with moka pots still accounts for 70 per cent of the consumption at home.

However, the demand for premium products has been increasing across the board. For example, the turnover in the 100 per cent Arabica coffee segment increased by 8 per cent in 2021 to €224.4 million compared to the previous year, research conducted by Nielsen showed. The single-origin coffee sales soared by 35 per cent to €12 million. Organic and capsule coffee products also enjoy rising demand.

“A new value system embracing all aspects of Italian people’s lives is taking hold making their future technological, green, healthy, and ethical,” Peyresblanques said.

Sting of the Pandemic

Wreaking havoc on the traditional coffee bars and locking people at home for an extended period of time, the Covid-19 pandemic has seemingly made a major shift in consumer preferences.
“The pandemic had a very strong impact on the hospitality sector, as bars and coffee shops were very affected but, at the same time, [retail] sales increased a lot,” commented Giacomo Vannelli, co-owner of Vannelli Coffee.

Vannelli explained that Covid-19 “let people re-discover the beauty to find the right time to make a coffee at home. Drinking a coffee in Italy has always been a fast ritual at the bar counter but finally, we can see that the trend is changing, and some people prefer making a coffee at home, maybe using different extraction methods despite the ‘classic ones’ such as the moka pot or espresso.”

The most recent statistical data shows that nearly 7,000 coffee bars were closed in Italy during the Covid-19 pandemic. The worst affected was Lazio, where the number of bars dropped by 10 per cent or 1,860 units. In Marche and Friuli Venezia Giulia, the number of bars dropped by 6 per cent, while in Tuscany, Veneto, Lombardy, and Trentino Alto Adige by 5 per cent.

The Covid outbreak had a strong impact on the out-of-home segment, leading to losses that have reached 37 per cent compared to last year, the Italian statistical service Istat estimated. The sales are yet to return to the pre-crisis level.

Image: Vannelli Coffee

“In such a challenging scenario, Segafredo Zanetti has tried to support its customers and agents at its best, both financially and emotionally, as we are convinced that the human factor is the engine of relaunching in crisis periods,” Peyresblanques said.

In 2021, the market recorded a slight drop in turnover by 1.5 per cent compared to the previous year. In light of this, the single-serve segment continued its path, already begun in the previous years, settling on higher turnover levels than in 2019, reaching 44 per cent of the market value, Peyresblanques said, citing the Nielsen research.

Rise of Specialty Coffee

The pandemic also pushed some consumers to try specialty coffee, opening a new chapter in the history of this segment in the Italian market.

“Choosing to have some time for themselves, people chose also to get better quality products and so many approached the specialty coffee world,” Vannelli said. “The young generation is, in our opinion, the main driver of the specialty coffee market. Young people are looking for high-quality products, caring about values of sustainability, traceability and human rights.”

“The traditional coffee offer has been increasingly enriched by specialty coffee recipes in bar and restaurant menu cards to satisfy the expectations of those demanding consumers who aim at experiencing a totally fulfilling coffee ritual,” Peyresblanques said.

Alberto Polojac, owner of Bloom Coffee School and the national coordinator of the Specialty Coffee Association (SCA) Italy, commented that while the specialty coffee market in Italy has huge potential, the market as a whole is still yet to recover.

“The positive sign is that big companies and brands are going into the specialty coffee segment. For example, Lavazza has recently launched its own brand in 1865, which is the foundation year of the company, and there is a lot of buzz about the specialty coffee in food magazines, and newspapers”, Polojac said.
“The market is very traditional, and it’s definitely growing,” Polojac commented, adding that SCA Italy spends a lot of effort to improve customer awareness about specialty coffee, including attracting influencers, with a famous Italian model Chiara Ferragni is the most recent example.

Image: Lavazza

“I see a huge potential of this segment in combination with traditional pastry, which is growing here in Italy. We see good examples in France, where pastry shops and the boulangerie are matched with specialty coffee shops. This is not happening yet in Italy, but we anticipate a boom in this segment in the next few years,” Polojac said. On the other hand, the current price fluctuations in the coffee beans market don’t help the coffee consumption, including in the specialty coffee segment, Vannelli said.

“People mustn’t lose purchasing power: we hope for no more restrictions, which could hinder the sale of a primary good, turning it into a luxury good,” Vannelli said, adding that despite everything, the company maintains a positive future perspective where the demand for specialty coffee will grow along with a conscientious and aware consumption.

Era of Blockchain

In the meantime, Italian coffee companies have also started employing new digital technologies both to improve traceability and to offer new payment methods.

For instance, Segafredo decided to launch a single-origin 100 per cent Arabica Rainforest Alliance-certified organic coffee, with an entirely transparent and traceable origin thanks to the blockchain technology that tells the full story behind each cup, enabling consumers to enter the farmers’ world and making them aware of the long journey it took and how much effort and passion it required, always respecting the people, the communities and the countries involved.

In a 2020 IBM survey, 44 per cent of all Europeans said it would be very valuable to have more information on the farmers who grow their food. A staggering 92 per cent of Italian consumers agreed that having food traceable on the blockchain would be valuable.

Segafredo is not the only company turning its sights on the blockchain. Caffè Barbera, which claims to be the oldest coffee roasting company in Italy, recently announced a new partnership with Algorand to use its blockchain for immediate and decentralised payments.

In 2021, Caffè Barbera started accepting payments in cryptocurrencies but limited to Bitcoin, Ethereum, and XRP. The new partnership will expand this list to ALGO, USDT, USDC, BUSD, DAI, BNB, Litecoin, Bitcoin Cash, XLM, and Tezos. In addition, this partnership will also be extended to business-to-consumer payments, using the Bleumi Pay payment aggregator, the company said.

The Organic Segment Looks Promising

The organic segment, which in other product categories has significantly influenced consumption trends and the organisation of on-shelf products, has been only slightly growing in the coffee market, perhaps less than expected, with a limited impact on the category, Peyresblanques said.

Nielsen estimated the organic segment turnover at €9.1 million in turnover in 2021, which corresponds to 0.7 per cent market share in value, and 0.5 per cent market share in volume. However, the demand from the market and the interest from younger consumers suggest that even this trend could have wide margins of growth.

Moka pot. Image: Pexels/Elle Hughes

“This is why our range –already including a wide option of premium blends –was enriched by organic products many of which present the Rainforest Alliance certification, the most accredited in the coffee market at present, synonymous with sustainable agriculture and better opportunities for the farmers, their families, and our planet,” Peyresblanques said.

The green agenda is not only limited to organic coffee. Italian customers are also paying a lot of attention to the package.

“In line with these trends, we are working to offer 100 per cent sustainable products, with recyclable or compostable packs: we have almost abandoned the packaging used on the market until now, consisting of dissimilar materials and therefore not recyclable to allow the disposal of our packaging in their cycling circuits, so to avoid waste creation,” Peyresblanques added.

• Vladislav Vorotnikov is Moscow-based multimedia B2B freelance journalist writing about the tea and coffee industry since 2012.

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Blending Lavazza coffee with the new capsules crafted from recyclable aluminium, the new range delivers on taste with six unique flavours ranging from delicate, fruity and floral to rich, intense and full-bodied, with a decaf option also available.

Pietro Mazzà, regional director of UK & Nordics and general manager of Lavazza UK said: ‘This launch represents a key milestone in Lavazza’s roadmap to become carbon neutral, a goal inspired by our founder’s pioneering vision. His statement from 1935 – ‘I don’t want to live in a world where nature is destroyed.’ – which we chose to highlight in big letters in our London Flagship store opened last year, stands as a testimony that sustainability has always been at the core of Lavazza’s journey and business strategy. Achieving complete carbon emissions compensation is part of our wider commitment under the ‘Blend for Better’ umbrella.’

Lavazza’s initiative ‘Blend for Better’ embraces many projects and aligns with the 2030 United Nations Sustainable Development Goals. Four of these were chosen by the company as Priority Goals, to be integrated within the business and to promote a balance between social commitments, such as gender equality and decent work, and environmental commitments.

Lavazza has taken responsibility for the emissions related to the whole lifecycle of its new carbon neutral aluminium capsules, which are completely compensated through selected offsetting projects. The Madre De Dios Conservation Project that helps the rainforest conservation in Peru is one of the key offsetting initiatives supported by the company.

At home moments of coffee indulgence are at the heart of the new carbon neutral range, with six blends delivering rich tastes and unique aromas. The packs (RRP £3.50) include ten capsules each and are available to purchase through the Lavazza website and select retailers.

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As the popularity of cold brew continues to rise, and coffee drinkers look for easy-yet-elevated coffee options that suit a grab-and-go lifestyle, Lavazza says its new cold brew cans offer a premier way to enjoy the popular beverage in both dairy and non-dairy options. The ready-to-drink cans will debut with four styles including Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk. Each can offers premium flavour profiles, from fruity aromas to tastes of nutty, creamy chocolate, helping to elevate a category that traditionally focuses on the inclusion of dairy products and sweeter profiles. Lavazza’s ready-to-drink cold brew is the only one of its kind to be made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee.

“Premium, organic, ready-to-drink coffee is growing at a rate nearly 39% faster than packaged coffee.* This is due in part to younger, American coffee drinkers’ preference for cold and iced coffees, which makes this market one of the most dynamic,” says Davide Riboni, CEO of Lavazza US. “We’re always thinking about what’s next for coffee drinkers and are confident that our new ready-to-drink cold brew will attract a new class of coffee connoisseurs who value premium taste and quality.”

The new ready-to-drink cans feature distinctive imagery, transporting consumers to four iconic Italian cities and regions. With each sip of Classic Cold Brew, coffee lovers will stroll along the canals of Venice. The smooth, refreshing rush of Nitro Cold Brew is reminiscent of the waves crashing against the walls of the Blue Grotto of Capri. Just as Tuscany’s majestic Cypress landscaping blends history and beauty, Cappuccino Cold Brew with Milk combines the sweet, creamy taste of milk with a cocoa aroma. The bustling streets of Milan – the heart of Italy’s revolutionary fashion and design – come alive with the balance of smooth, creamy oat milk and sweet, chocolaty aroma of espresso in Double Shot Cold Brew with Oat Milk.

All four flavours of ready-to-drink cold brew cans are available for $3.49 MSRP and can be purchased at select Lavazza cafes, Lavazza.us, Amazon.com, Eataly and other retailers where you typically find Lavazza coffee on shelves.

For more information, visit: lavazza.us or @LavazzaUSA.

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Today this collaboration earns a significant confirmation: Lavazza has in fact commissioned three new latest generation roasters from Brambati S.p.A., choosing to rely on the cutting-edge technological solutions of the Oltrepo Pavese company and its know-how in the creation of customised coffee processing systems. The historic Piedmontese company, which boasts over a century of excellence and which has become the symbol of Italian coffee in the world, “ambassador” of our lifestyle and the values of our country, has decided to assign an extremely significant order to a Made in Italy company for the supply of roasting machines and relative plant engineering. In addition to the roasters, in fact, Brambati will assist Lavazza in the expansion of the existing green coffee and roasted coffee plant. In particular, for green coffee, the expansion consists in increasing the storage capacity of the current plant, with the addition of complete conveyor lines for increased flexibility. For roasted coffee, the expansion includes product dosing and control systems, with the addition of different types of pneumatic, mechanical and disc conveyors, in addition to the development of the storage section.

It is a great commercial success for Brambati Group and a further positive confirmation of its production and manufacturing philosophy which has achieved great acclaim in the international market and which, in this case, is the culmination of a collaboration that has already lasted seven years, during which the authoritative Turin-based company, with over 125 years of history behind it, was able to test the reliability of Brambati Group and the validity of the proposed design solutions, with automation systems, services and “turnkey” plants,” which cover all raw material processing stages prior to packaging.

One of the key strengths of Brambati Group lies in its capacity to differentiate its proposals based on the specific needs of its customers, a direct result of a strong ability to listen and to develop “ad hoc” solutions, combined with excellent and constant customer assistance service, active 24/7.

This is precisely one of the aspects highlighted by Fabrizio Brambati, chief executive officer and president of Brambati Group: “We have made great strides and an enormous effort, even during the pandemic, to ensure our assistance never fails: our customers have always been served even remotely, we have organised remote webinars for companies all over the world, we make extensive use of virtual commissioning, so our technicians are able to carry out tests and train operators online abroad to ensure the continuity of our high quality standards, a crucial aspect for a company that produces over 30 tons of coffee every hour, 24 hours a day. We are extremely satisfied that this commitment has been recognised by a major company such as Lavazza, which has achieved the excellence known to consumers worldwide thanks to its use of high quality raw materials and the utmost attention to production processes.”

Lavazza is in fact rightly demanding both in terms of quality standards and attention to the selection of suppliers according to criteria of merit, reliability, competitiveness, respect for the environment and social commitment. Brambati Group was confirmed after an accurate examination step, including not only tests and trials on the machines, but also an evaluation of the company from a corporate point of view, as well as financial reliability, corporate welfare and impact on the environment and on the territory, and in this context the results achieved by Brambati Group, in collaboration with prominent Italian university institutes, are highly significant: from energy saving to process tolerability, with the use of the most advanced emission abatement systems.

With these words, Eleuterio Quagliarini, chief operations officer of Lavazza Group, comments: “High technology, reliability and attention to environmental impact are the values that led us to choose Brambati as a partner for this project to expand our production plants. Lavazza seeks excellence on every level, from the selection of the coffee to the cup: the production process, therefore, thanks to the introduction of cutting-edge technological solutions, plays a crucial role in guaranteeing the excellent quality of each of the over 30 billion cups of Lavazza coffee consumed each year around the world”.

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“The UK coffee market is primarily made up of chains, but at Lavazza we are introducing a completely different concept than what’s currently available for the UK coffee lovers and enthusiasts”, says Pietro Mazzà, regional director UK & Nordics and General Manager Lavazza UK. “So much more than a coffee shop, Lavazza’s London Flagship store will introduce consumers from the UK and abroad to the world of great Italian coffee, to be enjoyed in all its different forms, taking them on a journey from bean to cup and immersing them in the very best that Lavazza has to offer. Not only through authentic coffee experiences, but also through top gastronomy, design, culture and more.”

The “Caffetteria”:

On the ground floor, visitors can take a seat in the Caffetteria. The counter, designed by celebrated Italian architect Carlo Ratti, takes inspiration from the shape of the coffee bean and is made from a combination of brass and re-used exhausted coffee powder. The same designer also conceived the unique, flexible bench within the wider seating area to ensure customers can be seated at a comfortable distance from other guests. While seated, guests of Lavazza can enjoy traditional coffee recipes alongside exquisitely made patisserie for an elevated coffee moment. Those visiting the store later in the day can sample the unique ‘Coffeetails’ menu – created by the Lavazza Training Centre – or bespoke cocktails created by the Campari Academy for Lavazza – such as Nuvola Spritz or Negroni Cold Brew – paired with a selection of small bites for the ultimate Italian aperitivo. uipped with the latest technology, Lavazza has partnered with Gruppo CIMBALI to provide all its espresso machines in-store, Faema E71e which have been exclusively customised to serve the new 1895 specialty coffees and offer people a real Italian coffee experience.

The area is also adorned with an iconic, customised chandelier – patented by Lavazza, designed by JHP and produced by Bilumen – which is made of 700 resin coffee beans and mirrors the chandelier in the Milan Flagship store. Exemplifying its dedication to creating a safe, clean space for its customers, Lavazza has installed a state-of- the-art sanification system for air conditioning and surfaces.

The customer journey for this immersive brand experience where “walls come to life” has been created by Ralph Appelbaum Associates who utilised a range of design techniques to communicate Lavazza’s signature combination of tradition and innovation.

Takeaway:

Moreover, for busy Londoners or tourists on the go there is also the option to order hot and cold coffee recipes – made from Lavazza’s NGO certified La Reserva de ¡Tierra! range.

Tasting Sessions with professional Coffelier

Within the Lavazza London Flagship store consumers can purchase Lavazza’s newest range: 1895 specialty coffee. This range comprises of single origin, blends and precious micro-lot, combining high-quality beans from independent, sustainable plantations with the highest technology in coffee processing. In the grocery area, customers can participate in tasting sessions with a Coffelier – the sommelier of the coffee world – where they will be guided through each coffee’s aromatic notes across different coffee preparation methods. To heighten the senses further, Lavazza has also created an interactive installation above the tasting area, which projects the aromatic flavour notes of each blend onto the ceiling, further cementing the store’s position as an immersive coffee destination.

An exclusive dining experience: where coffee meets gastronomy

Those looking for the perfect combination of coffee and top gastronomy, can proceed up the stairwell – with its stunning coffee design inspired décor – to the contemporary restaurant space on the first floor. Here, guests can enjoy a unique menu curated by Italian Michelin Star chef, Federico Zanasi of Condividere at Lavazza’s Nuvola HQ in Turin. Each dish is freshly prepared for the customer, blending high-quality seasonal ingredients with elegance and a touch of unexpected flair. After their meal, visitors can enjoy one of the 1895 specialty coffee prepared in the cosy cafeteria on the same floor, including the limited-edition 1895 Avanguardia micro lot, which originates from the Yemen. Within this space, the store designers have also created a striking living wall, made from real plants and emblazoned with a visionary, 100-year-old quote from founder Luigi Lavazza, which reads: “I don’t want to live in a world where nature is destroyed” and is testament to the brand’s ongoing commitment to sustainability.

Interactive experiences for the launch

To encourage coffee-lovers to visit the new London Flagship store, Lavazza, in partnership with Yahoo Creative Studios, has created recipe video content and an interactive gaming experience, which further communicate the brand’s unique approach to coffee. Firstly, the new video series will showcase three different recipes available in the London Flagship store, bringing Lavazza’s passion for coffee design to the forefront. This includes three iconic Italian coffee-based recipes which have been re-invented by Lavazza; an Espresso transformed into ‘Coffee Caviar’, Cappuccino served in an unusual, solid texture and a mouth-watering Tiramisu sponge cake.

Secondly, Lavazza has created an interactive, augmented reality (AR) game that will be live for three weeks from 23 September. Within the game, Londoners will be challenged to find AR Lavazza-branded coffee cups hidden throughout the city. Once found, these Lavazza coffee cups can be collected on a mobile phone and redeemed at the Lavazza flagship London store for a free coffee as well as automatically being entered into a prize draw with the chance to win digital recipe cards, new A Modo Mio Voicy (Amazon Alexa-enabled) machines, coffee design experiences and the top prize of a luxury weekend in London; which includes a tasting experience lunch at the Lavazza flagship store,  dinner at Pollen Street Social owned by Lavazza ambassador and Michelin Star chef, Jason Atherton and staying at the boutique St Martins Lane Hotel.

“As part of Lavazza’s internationalisation process, the UK is one of the key markets for our business, so the Lavazza London Flagship store represents a strategic investment for us as a global brand and reinforces our dedication to the local market. We are so proud to finally open the doors to a store allowing us to connect to our UK and international consumers on a new level, with tangible Lavazza brand experiences” says Gloria Bagdadli, global retailing director, Lavazza Group.

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Synonymous with excellence and sustainability throughout the whole supply chain, every blend within Lavazza’s popular range contains coffees from communities involved in social responsibility projects – promoted and managed by The Lavazza Foundation – which are then carefully selected and gently roasted for a unique taste experience.

The revitalisation of La Reserva de ¡Tierra! sees the introduction of a new logo, packaging and a new blend for 2021, La Reserva de ¡Tierra! INDIA – reportedly the most sustainable blend yet, fully sourced and roasted in India.

To celebrate the relaunch of La Reserva de ¡Tierra!, Lavazza has created a new, unique logo which will feature on all packaging across the range. ‘Reserva’ symbolises Lavazza’s guarantee that each blend is linked to a particular project in coffee growing communities and this new logo aims to distinguish and elevate Tierra’s brand values and highlight the link between the product and The Lavazza Foundation.

Sustainability is at the core of The Lavazza Foundation, and provides the inspiration behind each blend within the La Reserva de ¡Tierra! range. Therefore, the new and improved packaging will now enable coffee professionals to discover the dedicated Lavazza Foundation project associated with each blend, dedicated to improving the productivity and quality of coffee cultivation as well as the entrepreneurship and independence of producers.

The relaunch also sees the introduction of new packaging for each variant within the La Reserva de ¡Tierra! range. The front of pack will now detail the USPs of each blend alongside the coffee origins and product lifecycles and back of pack will feature information around the craftmanship and extraction parameters for each variant, ensuring high quality in-cup results. Additionally, each pack within the range will be stamped with either RFA or organic certifications, signifying that each blend has been created according to sustainable agricultural practices to improve coffee quality production and the living and working conditions of coffee farming communities.

The relaunched La Reserva de ¡Tierra! range contains a total of six blends, all of which are supported by dedicated Lavazza Foundation initiatives:

La Reserva de ¡Tierra! INDIA

(Available in espresso; balanced flavour)

Taste profile: Contains selected Arabica (80%) and Robusta (20%) coffees for a sumptuous, creamy espresso with a rich and velvety body. A combination of washed Arabica, single-estate washed Robusta and the Indian specialty coffee, Monsooned Malabar, best known for its soft and mellow characteristics.

·       Origin: Created from three coffee types from the Karnataka state of India; Plantation A, Monsooned Malabar AA and Parchment AB

·       Certifications: 100% Rainforest Alliance certified

·       Blend: The velvety body derives from beans from Parchment AB and the Monsooned Malabar AA, whilst the sweetness originates from the Arabica Plantation A. The blend of the three coffee types brings out the spicy and cocoa notes

·       Lavazza Foundation project: This project aims to support the competitiveness of 1,000 small hold coffee farmers in Karnataka India, by training them in sustainable agriculture practices, improving coffee training and supporting the participation of women within the community in the coffee industry.

La Reserva de ¡Tierra! ALTECO and ALTECO Decaf

(Available in espresso; balanced flavour)

Taste profile: Sourced only from organic plantations and uncontaminated areas. Contains selected Arabica (60%) and Robusta (40%) coffees for a full body and balanced espresso with a velvety crema. An elegant cup with notes of honey, dried fruits and a persistent chocolate finish.

·       Origins: Coffee originates from Central America, South America and Africa

·       Certifications: certified BIO​, 100% Rainforest Alliance certified

·       Blend: The rich body is created by the washed Robusta and the natural Arabica. The natural and washed Arabica bring the sweetness and create a perfect balance of honey, dried fruits and chocolate notes

·       Lavazza Foundation project: The project in Chiapas, Mexico, aims to increase the resilience of Mexican coffee farmers my providing training on production and post-harvest practices, and through coffee plantation renovation to replace diseased, aged and/or unproductive coffee trees.

La Reserva de ¡Tierra! COLOMBIA 100% ARABICA

(Available in espresso and filter; aromatic flavour)

Taste profile: An aromatic harmony of flavours, characterised by sweetness, refined acidity and full body. Contains notes of tropical fruits accompanied by scents of lime zest and jasmine and has a mild liqueur-like aftertaste

·       Origin: 100% washed Arabica from different Colombian origins including Meta, Antioquia and Huila

·       Certifications: 30% Rainforest Alliance Certified

·       Blend: The Meta washed Arabica coffee brings body, while the sweetness and fruity notes derive from the Western Cordilleras (Antioquia) Arabica. Coffee from the South (Huila) also brings acidity

·       Lavazza Foundation project: Supports post war economic development in the Meta region of Colombia through improving coffee quality and plantation productivity. The Lavazza Foundation has also introduced Rainforest Alliance Sustainable agriculture standards within the production area

La Reserva de ¡Tierra! SELECTION 100% ARABICA

(Available in espresso and capsules; balanced flavour)

Taste profile: An aromatic espresso with medium body and a sweet taste. The skilful selection and combination of Arabica from the best origins of Central and South America, create this unique blend with delicate notes of jasmine flowers, almonds and milk chocolate.

·       Origin: 100% natural and washed Arabica from Brazil, Nicaragua, Honduras and Peru

·       Certifications: 100% Rainforest Alliance Certified

·       Blend: The natural Arabica from Brazil brings the body, while the sweetness and the acidity of the blend originates from the washed Arabica from Nicaragua, Honduras and Peru. Dried fruits and chocolate notes come from the Brazilian coffee beans, while the floral notes derive from Nicaragua, Honduras and Peru

·       Lavazza Foundation project: Has introduced integrated 3-year cycle training programmes and technical assistance to improve the sustainable wellbeing of 26 small coffee producers, farmers, and local communities in Jinotega, Nicaragua. This includes technical assistance visits, digital monitoring and training, technical and administration support and training on sustainable agricultural practices.

La Reserva de ¡Tierra! BRASILE 100% ARABICA

(Available in espresso and Roast & Ground; balanced flavour)

Taste profile: An intense, smooth and velvety espresso with round body and a strong taste. A premium blend of Brazilian natural Arabica. Notes of roasted cereal, honey and dark chocolate.

·       Origin: 100% natural Arabica from different Brazilian origins including Lambari and Minas Gerais

·       Certifications: 80% Rainforest​ Alliance Certified

·       Blend: The Cereja Apassita brings the body, while the Lambari Natural brings the acidity. Both coffees bring sweetness to the cup. Honey and chocolate notes come from the Cereja Apassita, while Lambari Natural Arabica brings the nutty flavour.

·       Lavazza Foundation project: Looks to empower small scale coffee farmers in Lambari, Brazil for global markets and climate change resilience. Farmers are trained on good agricultural practices, organisational development, marketing and commercialization and how to adapt to climate change

La Reserva de ¡Tierra! BRASILE

(Available in espresso; bold flavour)

Taste profile: A velvety espresso with an intense personality.  The best natural and semi-washed Brazilian Arabica meet the refined washed Conillon Robusta creating a full body and a round taste. Includes notes of dark chocolate, hazelnuts and cane sugar.

·       Origin: The blend is created from Lambari Natural Arabica, from Lambari, Minas Gerais, semi-washed Cereja Descascada Arabica from Sul del Minas (70%) and washed Conillon Robusta (30%) from Espirito Santo

·       Certifications: 30% Rainforest Alliance Certified

·       Blend: The washed Conillon Robusta and Lambari Natural Arabica create the body. Sweetness comes from the Lambari Natural Arabica while the Cereja Descascada brings the acidity. The nutty notes derive from the Lambari coffee, while the dark chocolate and cane sugar notes come through via the Washed Conillon.

·       Lavazza Foundation project: A dedicated project which looks to empower small scale coffee farmers in Lambari Brazil by educating them on Good Agricultural Practices (GAP), organizational development, marketing and commercialization and adaptation to climate change.

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