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The beginning
Giovanni Brilli
Guillermo Sivori
Espresso, an italian icon
Murisengo
In 1885, a big hailstorm forced him to leave Murisengo looking for a better future...
The beginning
In Torino, he studies Chemistry and Commerce, building an entrepreneurship personality
The beginning
Espresso machine is created in Torino.
Mostly consumed by the high class societies, selling coffee wasn't profitable, but it was an activity to be well known
The beginning
In 1895 Luigi buys a grocery store where he creates the first coffee blend, breaking the rule of single origin coffee.
The beginning
During the war, Lavazza
was a provider of coffee for the army.
The aim was to keep the soldiers
awake, during the long lasting conflict.
Luigi relied always on his sons to maintain the business alive during the war.
The family is still a key element for Lavazza.
At the end of the war, the soldiers went back to their hometown and their families, spreading the habit of drinking coffee, which turned from an exclusive habit into a popular tradition.
Espresso, an italian icon
Following their father's innovative attitude, Mario, Beppe and Pericle, have an important insight deciding to sell branded and packaged coffee, not loose.
At this point a new era in the company starts.
Collaborative attitude
Innovative communication trough collaborative work with locals personalities.
The company becomes a cultural icon based on its advertisement Carosello, and the story of Carmencita and Caballero.
The company start becoming a world brand by creating new factories abroad
and developing different international advertisement campaign.
Spreading Italicity
Before leaving the company, Luigi goes to Brazil
where he discovers an unexpected reality in the
producer countries. From that trip,
he got concerned about the producing countries
and the process's sustainability.
From Italy with love
Lavazza keeps promoting Luigi's values
through its commitment and integration of
the producing establishments
around the world.
From Italy with love