Paris – May, 2019- Lavazza, one of the world’s largest coffee roasters and the only Food & Beverage company to partner all four Grand Slam tournaments, is proud to share its Italian Coffee Lifestyle with visitors at this edition of the French Open, in the heart of the new green spaces of the Roland-Garros stadium, where the featured brand will offer the opportunity to taste a selected range of Tierra-products.
Whether they prefer espresso, cold brew or coffeetail, in each Lavazza area, including the “Court 10 Café” and “Les Mousquetaires” bars, visitors will find experts to exchange ideas and find the quality coffees that will thrill them. Through this custom-tailored brand experience, the tournament will once again this year become the largest ephemeral coffee shop in the world, reserved for all yellow ball enthusiasts.
Lavazza and the world of tennis: shared values and a mutual passion
When signing the partnership agreement in 2015, both Lavazza and the French Tennis Federation expressed a desire for long-term commitment. Sharing and promoting values such as the search for excellence, innovation, fun and, of course, passionhave created an enduring bond between Lavazza and great tennis.
It was at the 2011 Wimbledon tournament that the affinity between Lavazza and tennis reached a turning point with the launch of an official partnership. Over the years, the Lavazza Group has consolidated its position and demonstrated its passion for this sport, becoming the official coffee of all four Grand Slam tournaments.
“Investing in the world of tennis makes strategic sense for Lavazza: the company’s target customer profile fits perfectly with that of a tennis fan, and beyond that, it’s an important platform from which to communicate the company’s heritage, values and products” –said Giuseppe Lavazza, Vice Chairman of the Lavazza Group– Lavazza’s participation in Roland Garros is in line with the brand’s internationalization strategy and consolidates the Group’s presence in one of its most important markets, offering an authentic Italian coffee experience,in all its forms“.
Roland-Garros, the emblematic Grand Slam tournament with more than 460,000 espresso coffees served
With over 460,000 cups served on the go and 300 baristas trained in the 70 points of services in 2018, Roland-Garros certainly occupies an important position in the ranking of the four Grand Slam tournaments partnered by Lavazza. This year, Lavazza will again – for the fifth year in a row – delight the taste buds of coffee and tennis lovers by introducing a joint initiative with AlixeBornon, a talented pastry chef and the creator of Les Belles Envies, the Parisian patisserie for those who want to indulge themselves while taking care of their health and reducing their daily sugar intake.
Lavazza & Top Gastronomy, a new Ambassador
In over 120 years of passion for coffee, Lavazza has always cooperated with the best chefs in the world to create unique recipes with coffee as their protagonist, making its know-how and its natural talent available to support experimentation. Alixe Bornon has just joined the Lavazza Club of Chef Ambassadors in France, presenting for the first time at the French tournament two Glycemic Index Control (GIC) recipes combined with an exceptional coffee pairing, PERLE DE CAFÉ and COFFEE TIE-BREAK, both exploiting the unique blend of Lavazza Tierra Brazil.