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Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.
The Italian coffee company Lavazza appears to be satisfied with the first year of its Australian Open sponsorship, using it as the first major step towards its goal of becoming the most consumed coffee in Australia.
The $1.7 billion company is the largest coffee name in Italy, but vice-president Giuseppe Lavazza said that it is looking to expand into five markets, of which four are Grand Slam countries — the UK, the US, France, Australia, in addition to Germany.
It follows that it has now become the first beverage company to be associated with all four Grand Slam events. Australia has been selected as one of its top expansion areas, with the aim of increasing sales there by two-thirds. Having previously sold its coffee through a distributor, it now has a corporate presence in Australia, where it is currently the second most popular coffee. Melbourne, where the Australian Open is played, is also the country’s biggest coffee consuming city.
That, combined with the Australian Open being the only Grand Slam event which it had not yet sponsored, made the deal a logical one, he said.
Both Giuseppe Lavazza and co-vice president Marco Lavazza were VIP guests at the Australian Open, where there were more than 30 concession stands and restaurants providing its coffee. The tournament is set to become the central element of its promotional strategy.
“We have invested heavily in the Australian market, from operations to distributors. It’s all part of our strategy to hold a 70-per-cent market share outside of Italy, and to become the number one coffee brand in Australia. We’re right on track,” said Marco Lavazza. “The Australian market is our fourth-biggest region in dollar terms, and we’re confident that will rise. We see huge potential and opportunities here, starting with our partnership of the Australian Open.”
The company also sponsors Caroline Wozniacki, and several other tournaments.
Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.
