In 1982, Lavazza opened its first headquarters outside of Italy, in Vincennes, Paris. And that’s not all; after the foundation of the first foreign subsidiary Lavazza Coffees Ltd was established in London, in 1990, to popularize Italian coffee in Great Britain. Emilio Lavazza presided over the European Federation of Roasted Coffee Associations (EUCA). The company started to consider the whole of Europe as a domestic market.
The automatic distribution sector was born in 1989 with the Espresso Point Lavazza system, an espresso machine that uses single-dose pods of pre-packed coffee. The company also acquired the Bourbon and Suerte brands.
In the second half of the 1980s, PR went international and the first campaigns were launched in the foreign press and TV. From the outset, the message combined Italian authenticity and espresso coffee, presenting Lavazza as Italians’ favourite coffee abroad.