Lavazza is banking on a premiumization strategy to protect its margins and maintain the appeal of its coffee blends. According to Giuseppe Lavazza...
Le Figaro (Daily / France)
Lavazza monte en gamme pour encaisser la flambée des cours du cafè (Lavazza moves upmarket to absorb the surge in coffee prices)
Lavazza is banking on a premiumization strategy to protect its margins and maintain the appeal of its coffee blends. According to Giuseppe Lavazza, a "perfect storm" has been shaking the global coffee market for the past six years—and it is far from over. "The surge in prices we’ve seen in recent years has been dreadful."
