Coffee bean

Lavazza decides to take a sip from the UK craft coffee bean market

Under the 1895 label – the year it was founded – the Italian company launched a range of beans and a range of accessories in a bid to tap into the growing taste for premium coffee in Britain.
In addition to sending experts to find new varieties of sustainable coffee, the Lavazza family has also renovated a factory in Turin to dedicate it specifically to 1895 products.
And the central London flagship store was created to offer coffee lovers not only a quality drink, but also to link it to experimental culinary experiences.

Lavazza is well established in Great Britain. It established its UK branch in 1990 and has had a partnership with Wimbledon tennis for 40 years.
Marco Lavazza said the company sees the UK market as “very dynamic” and although instant coffee currently accounts for around two-thirds of it, it is “mainly moving from instant to premium”.

Talking about why Lavazza created the 1895 brand, he said: “We wanted to express the craftsmanship of coffee. Share our love. This is another idea of ​​what coffee is. It’s a whole new experience that we wanted to give everyone the opportunity to have.”

“1895 is for someone who is interested in coffee in general or someone who indulges.
We want to show new ways to experience beans and make it the best possible everyday experience.
“Of course, we can do it however we want, but we can share our experience to give you the best possible experience and the best way to use coffee. We have to understand what is the best coffee for you. For us, quality is paramount.”

“In Italy, the younger generation tries different things. We follow that.
“But we want to be confident with what we offer.
“We are aware that household consumption is increasing.
“There is a rediscovery of the bean and finding ways to brew it at home.”

Lavazza’s UK chief executive Pietro Mazza said they also wanted to create “experiences” for coffee lovers at the Turin factory and the flashy new store just off Oxford Circus.
The renovated Settimo Torinese factory is a working production site that also houses a visitor center. Visitors to the site can see the entire cycle of coffee selection and processing from plant to cup through a walkway above the machines.
Coffee tastings with a ‘coffellier’ – the coffee equivalent of a sommelier – are carried out there and in the London boutique. Both have locations specially designed for tasting sessions.
In London, coffee is linked to a dining experience with a restaurant whose menu is designed to show Lavzza’s “unique approach to coffee”, including the transformation of an espresso into “coffee caviar”.
Pietro Lavazza said: “We didn’t just want to select the best beans in the world, but we want it to be experiential. We want to link it to the cuisine of the great chef. There is already a large specialist market in the UK, so we had something to work with.