The Italian roaster has launched a brand new packaged espresso vary with US hip-hop icons Pharrell Williams and Pusha T in a bid to broaden its attraction in the important thing progress market – and keep forward of the competitors
In Might 2026, Italian espresso roaster Lavazza pinpointed progress within the US as key to growing annual group revenues to €5bn ($5.95bn) throughout the subsequent few years.
To attain that aim, the Turin-based enterprise has moved to attraction to a broader part of US espresso customers with its first hip-hop collaboration.
