Century-old Coffee Brand Lavazza Origin Lavazza Old Caf é 100% Arabica beans

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

Many top coffee brands were born in this Italian land, Illy and Lavazza are excellent representatives, especially Lavazza Coffee, which has become the most famous coffee shop in Italy for three centuries.

Italians love coffee without words, look at those classic coffee varieties, too many are named in Italian, Espresso, Cappuccino, Latte, Machiato... have long been familiar among urban youth groups. Many top coffee brands have been born in this land, Illy and Lavazza are excellent representatives, especially Lavazza Coffee, which spans three centuries and has become the most famous coffee shop in Italy.

Lavazza Coffee is a family-owned business that has been around for four generations. As early as 1895, a middle-aged man named Luigi Lavazza bought a small grocery store called Paissa Olivero for 26000 Italian lire (about $20) in his hometown of Turin, where he started his coffee business.

In an era of minimalist business models, this grocery store undertook the entire process of coffee making and selling, starting with growing coffee beans. In the process of operation, Lavasa also constantly learns the roasting skills of coffee beans in order to cater to more people's tastes. After World War I, Lavazza's three sons Mario, Beppe and Pericle all became involved in the business, which laid the foundation for Lavazza's later growth.

However, with the outbreak of World War II, Italy under Nazi rule was almost blacklisted in world trade, the whole country fell into material shortage, the national economy plummeted, and the coffee market was naturally hard to escape. But the Lavazza family did not give up. In the most difficult circumstances, they continued to struggle. Finally, after World War II, Lavazza became the dominant player in the Italian coffee market.

During the post-war economic recovery, Lavazza coffee expanded its production line and put more effort into taste and packaging, which accelerated the revitalization of the coffee market. By the end of the 1970s Lavazza coffee had successfully entered the entire European market through television advertising, and in 1982 it opened its first overseas branch in France. Subsequently, German, British, American and other branches were also established one after another, Lavazza Coffee initially established its leading position in the world coffee market.

Lavazza is still the most popular coffee brand in Italy, with 75% of the country's population being loyal fans. Lavazza also accounts for 45% of the global market. Lavazza coffee is currently sold in more than 80 countries around the world, with an average annual sales volume of 86000 tons, about 14 billion cups, which is the best "spokesperson" for Italian coffee.

Lavazza's century-old reputation is naturally the best pass for its export to the world, but coffee is ultimately a consumable, and now the brands on the market are uneven. If the brand does not have accurate user positioning and is supplemented by appropriate marketing means, it is difficult to stand out in the market competition. This shows the importance of brand marketing.

Lavazza Coffee is particularly good at offline marketing based on specific events, because for coffee, a fast-moving consumer product, simple brand exposure is not necessarily the best marketing method, only in the marketing process to contact target customers, and directly into product sales is the most efficient marketing.

Lavazza coffee is a relatively in-depth attempt, whether fashion or sports, but we can't directly define its marketing method as sponsorship. Strictly speaking, Lavazza coffee is more of a supplier in the event marketing process. Of course, suppliers can also be regarded as part of sponsors, but from the operational form, the role of suppliers is simpler and more straightforward.

If one of the global coffee brands is selected as the most cross-border, then I will not hesitate to vote for Lavazza. London Fashion Week, together with Milan, Paris and New York Fashion Week, is known as the four major international fashion weeks, and Lavazza Coffee has been working with London Fashion Week for more than 15 years. Every year during London Fashion Week, Lavazza Coffee serves coffee to the fashion elite at its Brewer Street branch and on mobile buses.

Lavazza consumed 200 kilograms of coffee beans, or about 30,000 espresso cups, during last year's fashion week. Lavazza also collaborates with fashion designers who design Lavazza specific patterns for cups, mobile buses and even T-shirts. In this way, Lavazza Coffee can add more artistic and creative elements to the brand. In addition to London Fashion Week, Lavazza Coffee sponsors the Arab Fashion Design Competition.

Lavazza Coffee wants to create its own high-end product positioning, close to fashion is a good choice. Of course, the concept of fashion is also very broad, a sport may also be labeled fashion, such as tennis, tennis is also Lavazza coffee is very keen marketing battlefield, the four slam has now been captured by Lavazza coffee.

Friends familiar with tennis must know that to the tennis four slam competition scene, watching the top tennis match is only one of the needs, in addition, fans can also enjoy a lot of peripheral services, catering is a very important one. Lavazza was first associated with Wimbledon, a partnership that began in 2011 and was renewed for another three years last week.

According to Lavazza Coffee, one million cups of coffee are sold annually during Wimbledon. Lavazza also invites special ambassadors to serve customers at specific times, such as Lavazza's tennis spokesperson Wozniacki. During the break, many people choose to drink a cup or two of coffee, and Lavazza's service window is always crowded, which is exactly what Lavazza Coffee wants to achieve.

In addition, social media platforms have become Lavazza Coffee's new marketing battleground. During Wimbledon in 2015, they launched a Twitter campaign targeting fans, and the winning fans were given the opportunity to have coffee with Wozyanic during the US Open. Fans want to win, not only by using the hashtag #moretotaste to interact with Wozyanici on Twitter, but more importantly by convincing her to vote for them.

Lavazza Coffee's cooperation is very mature and has accumulated valuable experience for both parties. Since 2015, the US Open, Australian Open and French Open have been accounted for by Lavazza Coffee. Especially this year, Lavazza Coffee cooperated with French Open for the first time, which also allowed it to complete the four major championships.

At Roland Garros this year, more than 370 coffee machines were placed in designated locations at the venue, and Lavazza also introduced a coffee delivery system, which also solved the problem of fans queuing. In addition, Lavazza Coffee recently launched a brand new tennis ambassador, who is Djokovic's new coach and former tennis superstar Agassi.

Tennis marketing has always been Lavazza Coffee's deep-rooted field, and they even set up a dedicated tennis website. Cooperation with the four major slams and tennis superstars, on the one hand, can promote their young, fashionable brand concept, but also can deepen the brand internationalization strategy, after all, Britain, the United States, France are Lavazza very important overseas markets, which are also the two most important parts of brand marketing under normal circumstances.

We shouldn't have bought Italian beans. The reason is simple: it was produced half a year ago, and it came across the ocean to Taiwan, so there should be very little flavor left.

However, because many coffee drinkers recommend Lavazza coffee beans, I have always wanted to try it to see how it tastes. Go to Lavazza coffee shop in the inner lake, unexpectedly can not buy beans, asked us to leave a phone number, beans come in to inform us. Who knew that half a year had passed in the blink of an eye, and not a single phone call had been made. We called a few times, but the beans didn't come in. It seems that they don't want to do our business very much. Forget it. Once riding a bicycle, I saw a stall selling Lavazza coffee near Miramar, so I bought an iced cappuccino to quench my thirst. The taste was really not flattering. But there is a suspicion that the owner is not good at cooking, because friends say Lavazza is very good, at least not at this level.

Last month, I happened to pass by Tiamo Coffee Equipment Store at Nanjing East Road Station of MRT. I saw Lavazza and Illy beans, so I bought half a pound each. The boss said that Lavazza is lighter, it is north righteousness wind, Illy is deep baking south righteousness wind. Because we like light baked beans, Lavazza should be more suitable for our taste. We bought Qualita Oro in gold, 100% Arabica beans.

Cooking espresso with Lavazza is disappointing and seems to be expected, but its crema is not rich in color and not thick, let alone to cook tiger skin stripes. The beans themselves smell, and most of the aroma is lost, leaving only the roasted taste. But buy imported baked beans, fresh requirements, seems to be asking for fish, it is impossible!

In terms of taste, it's balanced, and there's nothing to be picky about. At least it's a lot more balanced than my own blend. But it was always a little less mellow for lattes or cappuccinos, and the whole bag of beans ended up being digested by us for iced coffee. To give a fair comment, in addition to not fresh enough, it really can not say bad, but if you add price considerations, can only say that the price is only half of it, in Taipei can choose a lot of fresh coffee beans, taste will not be worse than it, beans or buy nearby is king ah!