Lavazza is a popular, Italian brand in the coffee industry, adding to the prestige that Italian coffee enjoys worldwide. Today they are amongst the top coffee importers, blenders and distributers in Italy that also profit from strong international sales.
A brief history
In 1855, 26-year old Luigi Lavazza moved to Turin
to seek an easier lifestyle than that offered on his father's farm in Murisengo with the grand total of 50 Italian Lire. In 1895 the name Lavazza was given to his 'drogheria' or drugstore
, and by 1915 Lavazza was recognised as the leading importer
in the country
. In 1933 Mr Luigi passed the business
on to his three sons, Mario, Beppe and Pericle who were to face Mussolini
's infamous 1939 measures that included prohibiting the importation of coffee
. This lasted until 1945 and nearly resulted in the end of the Lavazza brand, which struggled to survive by re-focussing their business to other drugstore items.
1946 marked the first time the Lavazza brand
was used on pre-packed coffee to be distributed
directly to consumers. The 50's saw the entry of the third generation
Lavazza family and the expansion into new offices still in use today. The enterprising
new generation sought expansion overseas
resulting in the following moves : 1982 Lavazza France, 1987 Lavazza Deutschland, 1988 Lavazza New York and Switzerland and in 1990 Lavazza Coffees UK Ltd.
history is even more tortuous
than the Lavazza family history
, so I shall mention a few landmark
s. Lavazza coffee was packed in metal tins
between 1959 and 1971. 1971 saw the introduction of the aluminium
-packs that are still in use today. A historical landmark
note is 1986 and the introduction of the Crema e Gusto
brand, an instant commercial success and still amongst my personal favourtites. In 1989 Lavazza succeeded in competitively penetrating the "foodservice" market as the Italians refer to the commercial catering industry with blends and packaging destined at the high-end catering industry. The 'Top Class' Blend launched this era for Lavazza.
Another commercial breakthrough
was the 1998 launch of the 'EspressoPoint
', an espresso
machine that uses pre-packed unit-doses of Lavazza coffee
, supplied in small foil-wrapped two-packs. The pininfarina
-designed silver and black machine was marketed aggressively for office use, with Lavazza supplying the machine free of charge if the office buys a certain amount of coffee every month.
Some Lavazza coffee-varieties
Coffee varieties for catering use
- Qualità Oro
- Qualità Rossa
- Crema e Gusto
- Crema e Gusto Espresso and several other flavours.
- Paulista - A dedication to the 1959 Paulista metal-tins and
the associated advertising campaign. Vintage packaging used indicates Lavazza's fondness for this variety.
- Lavazza Espresso
- Lavazza Decaffeinato
- Lavazza Dek
- Lavazza Pienaroma
- Gold Selection
- Super Gusto
- Super Crema
- Grande Ristorazione
I didn't mention the EspressoPoint range of chamomile, tea and novelty flavours since they are nowhere near as popular as the good old coffee blends.
- Aroma Club
- caffè espresso Aroma Club
- gran espresso Aroma Point
- caffè espresso Aroma Point
- gran caffè Aroma Point
- gran espresso Crema & Aroma
- Crema & Aroma gran caffè
- Crema & Aroma gran espresso
- Espresso decaffeinato
- Top Selection