History of Lavazza

The origins of Lavazza (1895)

In 1895, in Turin, Luigi Lavazza opened a small grocery store called Drogheria Lavazza. He quickly developed a passion for coffee and became interested in its different origins. He experimented with the art of blending, an innovative practice at the time that involved mixing beans from various origins to obtain harmonious and consistent flavors. This ability to create unique blends became Lavazza's hallmark and the foundation of his future success. In late 19th-century Italy, where coffee was still a luxury reserved for an elite, Luigi Lavazza succeeded in democratizing the consumption of quality coffee for a wider clientele.

Structuring as a family business (1927–1950)

Faced with growing business, Lavazza transformed from a simple shop into a true enterprise. In 1927, Luigi Lavazza founded Luigi Lavazza SpA, a family company in which his children actively participated. During the difficult interwar years, and despite the scarcity of raw materials during World War II, the family managed to maintain its operations. This period forged Lavazza's identity, built on perseverance, a passion for the product, and unwavering commitment to the highest quality standards. This resilience laid the foundation for its future expansion, within an Italian context where coffee culture remained deeply rooted in daily life.

Industrialization and product innovation (1950–1970)

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

Establishing a national brand and opening up to the international market (1970–1990)

During the 1970s and 1980s, Lavazza solidified its leading position in the Italian market. Its flagship products, such as Qualità Rossa and Qualità Oro, became essential in Italian homes. Simultaneously, the brand began exporting beyond Italy, initiating a phase of internationalization that would intensify in the following years. Lavazza's advertising campaigns, often creative and memorable, helped establish the brand's image as synonymous with conviviality, pleasure, and Italian tradition. Lavazza thus became a national icon, while simultaneously preparing its entry into European and global markets.