It marks us. Lavazza, leader on the French market

Giuseppe Lavazza is the vice-president of the coffee company Lavazza, leader on the French market since the takeover of Carte Noir two years ago. Present in 90 countries, the brand generates a turnover of two billion euros each year. The Lavazza brand has been an official partner of Roland Garros for four years.

The birth of Lavazza

At the end of the 19th century in Turin, Luigi Lavazza opened a grocery store with the desire to work the coffee. He assembles coffees of different origins to create his own products: “He invented this concept of mixing to create something specific, to give particular spirit to his products” says Giuseppe Lavazza.

Subsequently, he specializes only in coffee and decides to wrap it in two layers of paper, thus giving birth to his trademark. “It is a packaging technique to protect the coffee and start selling it at a distance, not only in Turin, but in the Piedmont region and afterwards in Lombardi. He will seek to expand the business and of course the marketing of the coffee. Lavazza coffee ” explains its vice-president.

After World War II, Lavazza became a more modern industry. The brand develops its products through an advertising campaign led by Armando Testa.

Roland Garros

Since 2014, Lavazza has been the official partner of Roland Garros. For Giuseppe Lavazza: “It is really a privileged moment to be there to welcome our customers and our partner. And also to be able to give the public of Roland Garros the possibility to taste Lavazza coffee.”

This partnership not only gives the possibility of creating the largest pop-up café in the world. But it is also a crucial moment for Lavazza as it allows them to serve and develop their coffee. “It is really an enormous device, important for the promotion of the know-how of the brand, for the contacts, for the hospitality, for the welcome that we can give.”