Lavazza renews with Wimbledon for another three years

London, UK: Lavazza will be the official coffee of The Championships, Wimbledon for another three years. The presence of the brand most representative of Italian coffee in the first three years of this partnership has had extraordinary results: Lavazza’s Italian espresso has become a part of Wimbledon’s traditional iconography, just like strawberries and cream or Pimm’s.

“The new tradition” has become the concept underlying Lavazza’s participation in Wimbledon: its coffee has consolidated its position as a “new” and yet “traditional” flavour experience, lending the tennis tournament most coveted by athletes and one of the world's most prestigious events an unmistakable Italian flavour.

The announcement of the renewal of the agreement was made today in the Lavazza hospitality area at Wimbledon by Vice President Giuseppe Lavazza, along with Mick Desmond, Commercial Director of The All England Lawn Tennis Club.

“In 2011 we decided to partner with the event because Lavazza and Wimbledon share values such as tradition and excellence, in addition to a constant focus on innovating our offerings,” explained Giuseppe Lavazza - “It was therefore natural to renew the agreement: Wimbledon’s Board has chosen us to become a part of their tradition and we, in addition to being very proud of this recognition, also wish to continue to rise to this challenge for quite some time.”

Mick Desmond, Commercial Director of The All England Lawn Tennis Club said: “We are delighted to be extending our partnership with Lavazza. Wimbledon and Lavazza share the same enthusiasm for high standards and quality of product, as well as a determination to enhance the values for which our two brands are renowned. Lavazza’s Italian style and its distinctive flavour has quickly become a popular addition to the Wimbledon experience.”

Thanks to this agreement, the public and all participants in the tournament will have another three years to enjoy the most authentic Italian-style coffee break experience, which Lavazza is offering at 60 points of service, including 13 cafés and restaurants, in all institutional welcoming areas, the press room and the areas reserved for the tournament’s players and officials, with more than 200 coffee machines deployed. Six hundred baristas trained directly by the Lavazza Training Center are working at what is the largest coffee shop in the world, if all of the numbers are added together, with over one million coffees served during each edition.

About Lavazza

Established in 1895, and owned by the Lavazza family for four generations, Lavazza is currently one of the world’s top coffee roasters, leading the Italian coffee retail market with a 48% market share (by value; source: Nielsen) and operates in more than 90 countries through subsidiaries, distributors and direct production facilities not only in Italy, but also in India and Brazil. Lavazza operates in both the At home and Away-from-Home markets (Foodservice and Vending), as well as the Coffee Shop Business, and reported a turnover of over €1.3 billion in 2012. Lavazza is also one of London’s favourite brands with a market share of 14% in the “Roast & Ground” segment and a leading position in the premium espresso segment.