LONDON, UK — Leading global coffee company, Lavazza has returned to Wimbledon this year as the official coffee of The Championships. To mark its ninth year, Lavazza is introducing a new partnership with the defending champion in women’s singles at the Grand Slam tournament, Angelique Kerber, and will also unveil two exciting new product launches onsite.
Kerber, the German professional tennis player, won her first Wimbledon title last year beating seven-times champion Serena Williams.
She has joined Lavazza as a Wimbledon 2019 ambassador and is participatng across several Lavazza activations onsite. A former world nmber one and winner of three Gland Slam tournaments, she features alongside Carlos Moyá and Andre Agassi in the brand’s More than Italian television commercial, which is on air now across the UK.
“I am delighted to be joining Lavazza as their 2019 Wimbledon ambassador. Coffee has always been a big part of my daily routine, so there is no surprise that I jumped at the chance of working with Lavazza; a brand that I have admired for its quality and taste and has long been associated with The Championships,” Kerber said.
New coffee category
At Britain’s most famous Queue, Lavazza, in partnership with PepsiCo, will launch Lavazza Iced Cappuccino, its new premium ready-to-drink iced coffee; a category first for the brand. Combining the delicious taste of Lavazza coffee with milk, it offers the perfect refreshment for all tennis lovers at Wimbledon. Fans in the Queue will be offered samples of the cold coffee drink throughout the first week of Wimbledon to keep them refreshed ahead of entry to The Championships.
Sustainability and innovation
Further showcasing its dedication to sustainability, Lavazza will be unveiling its new 100 per cent compostable capsules, Lavazza Eco Caps at Wimbledon. Made with aroma safe technology, a self-protection technology that creates a barrier against oxygen to keep the coffee fresh and to preserve quality and taste, the Lavazza Eco Caps are unlike any other compostable capsules on the market.
Compatible with Lavazza A Modo Mio and Nespresso coffee machines, the new innovation sets the brand on a strategic path to replace its entire range of at home capsules by the end of the year, reinforcing its ongoing commitment to sustainable initiatives.
Lavazza Eco Caps will be sampled for the first time ever at the Lavazza Air Stream at the Wimbledon Queue, and will be available to buy across the UK by November 2019.
Furthermore, Lavazza Tierra, the collection of fine and sustainable blends from communities and territories that have been involved in the Lavazza Foundation, will serve as the main focus at the two Wimbledon Queue Lavazza bars, Aorangi and The Baseline Bar.
Developed jointly with the Rainforest Alliance NGO who have helped over a hundred Colombian farming families rebuild their coffee plantations, Tierra will also feature in a new space onsite at Wimbledon dedicated to showcasing brand innovation in sustainability.
Marco Lavazza, group vice-chairman, Lavazza, said, “Lavazza is thrilled to be continuing our long-standing relationship with Wimbledon, as well as welcoming new ambassadors to our family from the worlds of tennis and top gastronomy.”
“It is an exciting time for Lavazza as we launch into new categories with our ready-to-drink iced coffee and much-anticipated compostable capsules, upholding our values of sustainability, quality, taste, passion and innovation,” he added.
The Championships, Wimbledon, are currently underway, and will conclude on July 14, 2019. Lavazza’s 100 expertly-trained baristas are set to serve up to 50,000 tennis fans authentic Italian coffee from 60 service points across the two-week tournament.
For the tennis-loving crowds, both inside Wimbledon’s prestigious grounds and outside at the Queue where spectators eagerly await entry, Lavazza coffee will be served in a variety of classic and limited-edition serves to appeal to the British and international audience.
Cementing the company’s global commitment to tennis, Lavazza maintains its position as the world’s only food and beverage brand to partner with all four Grand Slam tournaments – for the fourth year running – serving Italy’s best-selling coffee to more than three million tennis lovers at the prestigious Roland Garros, US Open and Australian Open tournaments, in addition to The Championships, Wimbledon.