Like many stores at that time, Lavazza was a general store selling multiple items. Soon the local Italian consumers recognized the goodness of Lavazza’s premium coffees and it was not long before Lavazza became a coffee specialist company.

Over the next 40 years Lavazza’s name and reputation for quality slowly expanded by word of mouth through Italy and their coffee became a favorite of many consumers outside of Turin.

After World War II, a new era of expansion and industrialization took Lavazza to new levels. New factories were built and globalization began to emerge with multinational companies. Branding became a word and advertising and product innovation separated the industry leaders from the “also rans”. Lavazza was on the forefront of product innovation by introducing new coffee blends, new manufacturing processes and packaging designs. Lavazza also became an Italian household name through creative advertising. By the late 1970’s Lavazza started to create a name for itself by introducing consumers throughout Europe to the Italian lifestyle through their premium coffees.

The 1980’s was a decade of rapid expansion. From an Italian exporter of premium coffees, Lavazza developed into a European powerhouse establishing a strong presence in France, Germany, Spain, United Kingdom among other countries. Lavazza was also recognized by industry peers as a leader and became the president of the European Coffee Association in 1986.

During the 1990’s Lavazza evolved into an international powerhouse and became the most recognized Italian coffee ambassador. With its successful image campaign, Lavazza became the symbol of Italian lifestyle. In 1995 Lavazza celebrated its 100 year anniversary.

Today Lavazza is Italy’s favorite coffee and is loved by consumers all over the world. It’s easy to find Lavazza at your favorite café in Paris, London, Sydney, Tokyo, Moscow, New York and now also in San Francisco.