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 renewal of the agreement was announced 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.
The largest coffee shop in the world
Lavazza delivers 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 Centre 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 Wimbledon.
There’s even the Q café – specially created for those waiting patiently to get in – an opportunity for Lavazza to provide coffee to the fans, and also to give samples (not allowed inside the ground).