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Lavazza

Lavazza

Company: Luigi Lavazza S.p.A.

Brand value: US$715 million

Headquarter city: Turin

Category: Soft Drinks

Year formed: 1895

 

Luigi Lavazza founded the Lavazza coffee business from a small grocery store in central Turin in 1895, and the name has grown to be one of the best-known coffee brands in the world. Lavazza sells loose ground coffee and individual portions or pods, both through bars and coffee shops as well as directly to consumers. It has four production sites in Italy and two abroad, and its products are sold in more than 90 countries. Lavazza claims to have invented the art of blending coffees from different growing areas to achieve a superior flavor. It works with universities and research centers on the science of coffee, and in 1979 established the Luigi Lavazza Center, a research center “devoted to the study of espresso”. This has evolved into the Lavazza Training Center, an international network of over 50 coffee schools training 30,000 people in the art of coffee each year. In Italy, Lavazza is considered a mass-market brand but around the world is more of a premium product, and this difference is reflected in the brand’s advertising. At home, TV ads focus on funny stories featuring famous actors as the protagonists, often focused on the idea of Lavazza delivering paradise in a cup. International advertising focuses more on the Italian heritage of the brand. Since 1991 the now-famous annual Lavazza Calendar has featured fashion imagery from some of the world’s leading photographers, including Annie Leibovitz and Eugenio Recuenco. The Lavazza Foundation, established in 2002, works with the Rainforest Alliance on the Tierra project which researches ways of improving the quality of coffee with a focus on the living conditions of people in coffee-producing countries.