Lavazza’s “new tradition” at Wimbledon in the
world’s largest coffee shop
For the third year running, Lavazza, the historic roaster producing the real Italian espresso,
is the official coffee of The Championships, Wimbledon, the British sporting event
tournament par excellence and one of the most prestigious in the world.
In its partnership with the famous tennis tournament, this year being held between 24 June
and 7 July, Lavazza will once again be running the world’s largest coffee shop. Its goal,
which was achieved in previous years, is to serve more than one million coffees to more
than 500,000 tennis fans over the tournament’s two-week period.
There are 60 Lavazza service points distributed throughout the venue, with a staff of
more than 600 people, managing more than 200 machines ranging from espresso
makers, hot chocolate and granita makers, grinders and mixers. The staff is made up of
Lavazza baristas and local service personnel, all trained by Lavazza’s Training Centers in
Turin and London.
Its presence at one of the world’s most famous events has made a significant contribution in
recent years to Lavazza’s drive to make the coffee break an essential part of the
British daily routine, bringing a quintessential Italian “New Tradition” to the
Tournament.
The coffee tradition on the one hand — guaranteed by a Company with over a hundred
years experience behind it — and creative innovation on the other — assured by the ability
of Lavazza’s Training Center to offer new recipes designed exclusively for the Tournament.
These are the main ingredients of Lavazza’s presence at Wimbledon.
At Wimbledon 2013 Lavazza will present a complete 360° coffee offering that
includes real Italian espresso-based drinks, such as caffè macchiato, cappuccino and
latte, as well as filter coffee, hot and cold specialties all the way through to the new,
limited edition Wimbledon special recipes, including Iced Latte and the Lavazza Cappuccino
Special 2013, this season’s true novelty.
The Lavazza Iced Latte is available in a choice of three flavours: vanilla, hazelnut and
caramel. It is made with an espresso, two spoons of coffee mixture, three servings of one of
the three syrup flavours, all blended with ice and drizzled with the syrup used for the mix.
Cappuccino Special 2013 is an Italian traditional coffee recipe revisited by Lavazza. A
tasty caffelatte enriched with a delicate espresso-based mousse and finished with a dusting
of cocoa. The flavour of an authentic Italian cappuccino meets innovation Lavazza style.
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LAVAZZA'S FULL RANGE AT WIMBLEDON
The Baseline Café showcases Lavazza’s full range, from espresso-based Italian classics to
Lavazza’s hot and cold specialties. Lavazza estimates that The Baseline Café will serve
around 1,800 coffees per day. To meet this demand, a combination of two espresso
machines, two hot chocolate machines, two grinders and three mixers will line the service
bar, which is staffed by Italian baristas trained directly by Lavazza.
Aorangi Café (the busiest food court at Wimbledon, located right under Centre Court,
Wimbledon’s prime show court) will cater for most customers, serving more than 2,000
takeaway coffees a day. As a result, the offering here is a more streamlined, espressobased and focusing on the Italian Classics, Lavazza filter coffee and also the Wimbledon
special, Iced Latte. Efficiency and functionality have been central to the design of the
Lavazza café in the Aorangi for both consumers and the baristas working behind it.
Throughout the Championships all the 3,000 accredited, international journalists will be able
to enjoy an excellent Lavazza coffee in the Broadcast Café, a corner reserved to the press
where espresso-based specialties and Lavazza filter coffee will be served.
The remaining Lavazza service points within the grounds consist of a broad range of public
service areas such as Picnic on the Hill, as well as various sponsors, players, Club members
lounges, restaurants and areas. These will offer Lavazza’s Italian Classics and Lavazza filter
coffee which will be prepared using a combination of automatic espresso machines and filter
machines.
Each of the 21 hospitality chalets is equipped with a Lavazza A Modo Mio, Lavazza’s
iconic in home coffee machine, in a limited edition Wimbledon ‘skin’. Lavazza coffee is also
supplied to Wimbledon’s official partners, so that they can offer their own clients a
premium-quality authentic Italian coffee after lunch or as an alternative to traditional
afternoon tea.
Espresso, caffè macchiato, cappuccino, latte and filter coffee that are drunk in The Baseline
Café, Broadcast Café and corporate hospitality chalets will be served in espresso and
cappuccino cups from Lavazza’s Puraforma Collection with the Lavazza and Wimbledon logos
together.
Finally, Lavazza will serve spectators queuing for tickets in the famous “Wimbledon
Queue” mini-cappuccinos prepared in the iconic Lavazza Q Cafè.
Established in 1895, and owned by the Lavazza family for four generations, Lavazza is
currently one of the world’s top coffee roasters, leading the Italian coffee retail market with
a 48% market share (by value; source: Nielsen) and operates in more than 90 countries
through subsidiaries, distributors and direct production facilities not only in Italy, but also in
India and Brazil. Lavazza operates in both the At home and Away from Home markets
(Foodservice and Vending), as well as the Coffee Shop Business, and reported a turnover of
over €1.3 billion in 2012. Lavazza is also one of London’s favourite brands with a market
share of 14% in the “Roast & Ground” segment and a leading position in the premium
espresso segment.
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