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Press Release
From Beans to Teens - Barista Lavazza Enters Thirteen
Tue 27 March 2012
Mumbai, March, 2012: Barista Lavazza, the world's leading coffee roaster from Italy has achieved another milestone in its brand life. The 117 year old global brand, has successfully completed 13 years of operations in India, and entered its ‘teens'. Barista Lavazza, a teenager now, is a brand synonymous with a truly luxurious cup of Italian coffee in a warm, friendly and relaxed environment.


Barista Lavazza is the pioneer in bringing the café culture to India, way back in the year 2000. That was also the time when the concept of a colorful lounge seating café, serving aromatic coffee caught the fancy of the young and the well traveled and gave them a place to hang out while enjoying a strong and delectable cup of coffee. Over the years, the Barista Lavazza cafés have witnessed several conversations getting matured over numerous cups of coffee; business ideas maturing into full time ventures; amateur musicians meeting and recording labels and tracks, and all this has been possible with the advent of the café culture, pioneered by Barista Lavazza ‘13' years back.

 

To pay a befitting tribute to its numerous patrons, Barista Lavazza has launched several new initiatives under the new campaign. Titled ‘Bean13', Barista Lavazza stores will run a 13-day guest gratification campaign beginning March 13th - March 28th, on ‘What's your story, when you were 13?'. A Story board will be placed across all Barista Lavazza and Barista Lavazza Crème stores in the country and visitors will be asked to participate in the contest. The campaign will take the visitor down the memory lane and make them recall all the fun and frolic attached with entering their ‘teen'age phase. The winner would be gratified by Barista Lavazza gift hampers. Not only this, all guests with a bill amount of Rs. 350 & above will get an opportunity to win assured prizes which includes International holidays, domestic holidays and coffee vouchers.


Mr. R. Shivashankar, Director South Asia, Lavazza said, "Lavazza sees immense potential in the Indian coffee market and we plan to explore new prospects providing an enhanced experience to our guests, thereby creating more such memories to strengthen this remarkable voyage of loving coffee worldwide."


With over 160 Barista Lavazza Espresso Bars and Barista Crème Lavazza's spread across the country, Barista Lavazza also has expanded its reach over the years to locations across Sri Lanka, Oman and the UAE. Created using only the purest raw materials, Lavazza uses the strength of its experience and advanced technological resources to successfully spread the unique and unmistakable taste of its espresso.


Commenting on the achievement, Mr. Nilanjan Bhattacharya, COO, Barista Lavazza further added, "It is a proud moment for Barista Lavazza to have completed 13 years of existence entering its adolescence age. Being one of the leaders in café culture, we will experiment with and explore new territories for our business, ones that not only attract our existing patrons, but also create more opportunities for new customers to try true Italian coffee. We wish to thank everybody who has been associated with us in this journey and way ahead."

 

About Lavazza in India:
LAVAZZA is synonymous with coffee internationally. It is the true hallmark of Italian coffee and has been responsible for spreading the aroma of espresso coffee around the world for over a century. The popularity of the unique taste of its products comes from the strength of the experience, the use of the finest raw materials and advanced technological resources. Together with espresso, the symbol of the company's corporate culture, it offers a complete range of products to suit all palates, consumer habits and coffee preparation methods. It is the true symbol of Italian espresso coffee and the associated Italian identity worldwide. In 2011 the expected turnover is around € 1.250 million.


Lavazza entered India by acquiring Barista Coffee Company Limited and Fresh & Honest Café Limited, India's leading coffee, vending and retailing, company in 2007. Today it has consolidated its presence in the retail branded coffee, café products as well as in the coffee machines segment and has become a leading player in the country. Lavazza has a strong international presence in the espresso coffee capsule systems, directed towards the commercial and retail consumers through hugely successful products such as Lavazza BLUE.


Lavazza'a continuous effort to provide a true coffee experience has also been recognized by The Coffee Board of India, an autonomous body functioning under the Ministry of Commerce and Industry, Government of India. At the recently concluded India International Coffee Festival 2012, Lavazza along with Barista Lavazza and Fresh & Honest Café Ltd., received industry honours with awards being conferred upon them. Barista Lavazza Crème at Camac Street, Kolkata was recently awarded the Gold Award for the category "Café in a Chain"; Lavazza Espression was adjudged the "Best Café" in the Northern Region whereas Fresh & Honest received the Gold Award for the category "IICF Roaster".


For further details:
Dimpee Shah
Integral PR
M: +91 9820830457
Email: dimpee@integralpr.com


Kamran Shaikh
Integral PR
M: 91 9561077656
Email: kamran@integralpr.com



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