Lavazza has returned to this year’s Grand Slam tournament as the Official Coffee of The Championships, Wimbledon.
To mark its ninth year, the company has introduced a partnership with the defending champion in the women’s singles at Wimbledon, Angelique Kerber, and will also unveil two product launches onsite.
German professional tennis player, Kerber, who won her first Wimbledon title last year beating the seven-times champion Serena Williams, is joining Lavazza as a Wimbledon 2019 ambassador and will participate across several Lavazza activations onsite. A former world No.1 and winner of three Gland Slam tournaments, Kerber features alongside Carlos Moyá and Andre Agassi in the brand’s ‘More than Italian’ TV ad which is on air now across the UK.
New Coffee Category
Lavazza, in partnership with PepsiCo, will launch Lavazza Iced Cappuccino, its new premium ready-to-drink iced coffee; a category first for the brand. Fans in the queue will be offered samples of the cold coffee drink throughout the first week of the tournament ahead of entry to The Championships.
Sustainability and Innovation
The company will be unveiling its 100% compostable capsules, Lavazza Eco Caps at Wimbledon. They are 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 are compatible with Lavazza A Modo Mio and Nespresso coffee machines. Lavazza Eco Caps will be sampled for the first time at the Lavazza Air Stream at the Wimbledon Queue, and will be available to buy across the UK by November 2019.
Meanwhile, Lavazza Tierra, the collection of 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, Tierra will also feature in a new space onsite at Wimbledon dedicated to showcasing brand innovation in sustainability.
Lavazza group vice chairman, Marco 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’s 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.”
The Championships, Wimbledon, are held from Monday, 1 July – Sunday, 14 July, 2019, and Lavazza’s 100 baristas are set to serve up to 500,00 tennis fans authentic Italian coffee from 60 service points across the two-week tournament.
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 the coffee to more than three million tennis fans at the Roland Garros, US Open and Australian Open tournaments, in addition to The Championships, Wimbledon.