The history of Lavazza

The origins of Lavazza (1895)

In 1895, in Turin, Luigi Lavazza opens a small grocery shop called Drogheria Lavazza. He soon develops a passion for coffee and takes an interest in its different origins. He experiments with the art of blending, an innovative practice at the time, which involves mixing beans from different origins to achieve harmonious, consistent flavours. This ability to create unique blends becomes Lavazza’s hallmark and the foundation of its future success. In late nineteenth-century Italy, where coffee is still a luxury reserved for an elite, Luigi Lavazza succeeds in making quality coffee accessible to a wider customer base.

Establishing a family business (1927–1950)

As the business grows, Lavazza develops from a simple shop into a fully fledged company. In 1927, Luigi Lavazza establishes Luigi Lavazza S.p.A., a family business in which his children play an active role. During the difficult interwar years, and despite shortages of raw materials during the Second World War, the family manages to keep the business running. This period shapes Lavazza’s identity, characterised by perseverance, a passion for the product and a commitment to very high quality standards. This resilience lays the foundations for its future expansion, as coffee culture continues to become more deeply rooted in everyday Italian life.

Industrialisation and product innovation (1950–1970)

From the decade of 1950 onwards, Lavazza enters the era of industrial production. The company modernises its facilities while preserving its artisanal expertise. The opening of the large factory in Settimo Torinese in 1957 marks a turning point, enabling a massive increase in production capacity. Two years later, in 1959, Lavazza innovates by launching vacuum-packed ground coffee, a revolution in coffee preservation. This new packaging method guarantees the product’s freshness and quality over the long term, meeting the needs of a rapidly changing Italian society increasingly drawn to convenience without compromising on quality.

Establishing a national brand and expanding internationally (1970–1990)

During the decades of 1970 and 1980, Lavazza consolidates its leading position in the Italian market. Its flagship products, such as Qualità Rossa and Qualità Oro, become household staples. At the same time, the brand begins exporting beyond Italy, starting a phase of international expansion that will intensify in the years to come. Lavazza’s advertising campaigns, often creative and memorable, help establish the brand as synonymous with togetherness, enjoyment and Italian tradition. Lavazza thus becomes a national symbol while preparing to enter European and global markets.