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. Lavazza has chosen the Next Gen ATP Finals 2019 to support two young and emerging tennis stars in their upcoming endeavours: Italian Jannik Sinner and Australian Alex De Minaur.
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) and Vending systems Flavia and Klix.