Luigi Lavazza : advertising & marketing assignments

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Lavazza is Italy's most celebrated coffee brand, the clear leader in its local market with around 41% retail share by value and a broad global footprint, with distribution in 100 countries around the world. It also operates its own branded cafes and retail outlets in Europe, North America, India and China, and markets A Modo Mio personal coffee makers in Europe. In 2016, it completed the purchase for €700m of the Carte Noire and Merrild coffee brands - local leaders in France and Denmark respectively - from newly merged competitor Jacobs Douwe Egberts, making it the global #3 in packaged retail coffee. Subsequent bolt-ons have included Canadian organic brand Kicking Horse, pods and machines brand Nims in Italy and French B2B distributor ESP. However the group sold its minority stake in US group Keurig Green Mountain in 2015 following that company's acquisition by coffee rival JAB Holdings. Although fresh ground coffee accounts for the vast majority of sales, the group has a strong position in machine pods and unground beans, and a growing presence in instant coffee. Lavazza has long-established sponsorship ties as the official coffee of several Grand Slam tennis tournaments, the Guggenheim art museums in New York and Venice, and with Hollywood awards events including the Golden Globes and Oscars. Still family owned and controlled, the business was originally established in the early years of the 20th century when Luigi Lavazza began blending his own coffee for sale in his grocery store in Turin. It began expanding its footprint beyond Italy for the first time in the 1980s. Alberto Lavazza is chairman, with Antonio Baravalle as CEO. Annual revenues topped €2.0bn for the first time in 2017, of which around 37% came from Italy; France is now the group's second largest market following the purchase of Carte Noire. The main Lavazza brand accounts for a little over two-thirds of sales; Carte Noire for almost another quarter. Adbrands doesn't profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services.

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Who are the competitors of Lavazza? See Non Alcoholic Beverages Sector for other companies

Capsule checked 13th April 2018


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 17th Mar 2016: Italy's leading coffee roaster Luigi Lavazza completed its purchase of the Carte Noire and Merrild coffee brands, local leaders in France and Denmark respectively. The price was around €700m. Lavazza agreed to buy the brands last summer. Their previous owners Mondelez and DE Master Blenders were ordered by regulators to divest them as a condition of their merger to create new global sector leader Jacobs Douwe Egberts.


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