Lavazza India celebrates Valentine’s Week by introducing an interesting project to spread the love for coffee

The original initiative includes a three-city coffee training session and a week-long survey titled “Brewing Conversations” to gather insights on whether coffee is a motivator or a companion

NATIONAL, 12th February 2020: Lavazza, the Italian brand that is among the world’s leading roasters, kickstarted the Valentine’s Week celebrations on 11^th February 2020. With the objective of spreading some love for coffee, Lavazza India has curated a project which includes exclusive training sessions and a survey to gather interesting insights around coffee drinking habits among the Indian millennial and Gen-Z population.

The workshop was conducted by expert Lavazza trainers and it involved coffee enthusiasts and the media across three main cities including Bengaluru, New Delhi and Kolkata. The aim of each was to educate coffee lovers on the cup of ‘café latte’. The two-hour workshop provided information on the origin of latte and the processes involved in order to brew and consume latte in the right way. The event also included a fun latte art corner installed, where hosts learnt precious techniques to create the perfect milk foaming and tried out Valentine’s Day inspired latte art designs.

The objective of the survey ‘Brewing Conversations’ consists in finding out what coffee represents for consumers: whether coffee is a motivator – an agent that becomes the reason for a conversation, or a companion – a source of comfort or of energy which can accompany you along a conversation. This survey is built to understand how millennials and Gen-Z relate to coffee in their daily relationships and lives.

“Coffee has always been a drink which brings people together; it goes beyond being just a beverage, it is a connector. Our initiative aims to create the same feeling by bringing coffee lovers under the same roof to celebrate and reflect on the power of coffee in our lives. Although we consume coffee every day, not many of us give a thought on what it takes to brew one perfect cup of coffee or the difference between a cappuccino or a latte. With this project, Lavazza aims to spread the love out for a perfect cup of coffee”, commentedRachna Anbumani, Vice-President, Marketing – Lavazza India.

Lavazza has always attempted to take its customers beyond a cup of cappuccino and introduce them to new variants of coffee from across the world; especially with India’s millennial population embracing the new wave of coffee in a predominantly chai-obsessed nation, Lavazza’s intention is to instill knowledge and passion towards making barista-style coffee at home.

About Lavazza Group

Established in 1895 in Turin, the Italian coffee company has been owned by the Lavazza family for four generations. Among the world’s most important roasters, the Group currently operates in more than 140 countries through subsidiaries and distributors, with 64% of revenues coming from markets outside of Italy. Lavazza employs a total of over 4,000 people with a turnover of € 1.87 billion in 2018. [In its financial statements at 31/12/2018, for the first time Lavazza Group has stated its income and equity values according to international accounting standards (IFRS)].

Lavazza, one of the world’s 100 most reputable brands according to the Reputation Institute, is now the ninth business globally for Corporate Responsibility in the 2019 Global CR RepTrak ranking, taking the top spot in the Food & Beverage sector, and the Italian business community. Lavazza created the concept of blending — or in other words the art of combining different types of coffee from different geographic areas — and this continues to be a distinctive feature of most of its products. The company also has 30 years’ experience in the production and sale of portioned coffee systems and products. It was the first Italian business to offer capsule espresso systems. Lavazza operates in all business segments: at home, away-from-home and office coffee service, always with a focus on innovation in consumption technologies and systems.

Lavazza has been able to develop its brand awareness through important partnerships perfectly in tune with its brand internationalization strategy, such as those in the world of sport with the Grand Slam tennis tournaments, and those in the fields of art and culture with prestigious museums like New York’s Guggenheim Museum, St. Petersburg’s Hermitage State Museum and Melbourne’s National Gallery of Victoria.

Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018). At the end of 2018, following an acquisition, the Lavazza Professional Business Unit was created, which includes the leading Office Coffee Service (OCS) systems Flavia and Vending brand Klix.

About Lavazza India

Lavazza entered India by acquiring Fresh & Honest Café Limited, India’s leading coffee, vending and retailing company in 2007. Luigi Lavazza S.p.A., with its origins back in 1895, is an international coffee powerhouse, synonymous with all things Italian – creativity, art, passion and of course espresso coffee. The brand is one of the most important coffee roasters in the world – in-Home and Away-from-Home sectors (Foodservice, Vending and Cafes).

Today it has consolidated its presence in the retail branded coffee, café products as well as in the coffee machines segment and has become a leading player in the country.

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