The Italian coffee company Lavazza associated with the 74th Annual Golden Globe Awards as the Official Coffee to celebrate the best in motion pictures and television in one evening. A typically Italian contemporary pop-up café was set up within the Golden Globe Awards Lounge at The Beverly Hilton, which got a steady flow of Golden Globe winners, nominees, industry leaders and other guests, before, during and immediately following the awards.
The visitors enjoyed the traditional Lavazza coffee experiences, which including the signature Coffeetail No. 51 (a cocktail made with Lavazza cold-brew coffee, vodka and ginger ale), and the famed Coffee Caviar, which is part of a long list of coffee design specialties created in collaboration with some of the world’s most esteemed chefs including Ferran Adrià, Massimo Bottura and Carlo Cracco.
The Guests also got to preview Kafa, a Lavazza single origin product that will be re-launched in 2017 in the United States with a new, even more exclusive look and feel. These were served in limited-edition themed cups specifically made for the occasion. The cup –inclusive of the Golden Globe Awards logo – is inspired by the much-anticipated ceremony and is carefully crafted in black, complemented with real gold. Experts from the Lavazza Training Center were on-hand to create the unique coffee experience recipes.
Established in Turin in 1895, Lavazza is an Italian coffee producer owned by the family of the same name for four generations. The world’s sixth ranking coffee roaster, today the Group has operations in more than 90 countries, through associated companies and distributors, and exports 53% of production. After the acquisition of Carte Noire, Lavazza employs about three thousand people and has a turnover of 1,473 million euros (2015 financial statements). Lavazza started out life by inventing the concept of coffee blending, or the art of combining different varieties of coffee from different geographical areas, in a process that remains a feature of most of the company’s products. The company also has a tradition stretching back over 25 years in the production and marketing of portioned coffee systems and products and is Italy’s leading player in the espresso capsule system segment, with operations in all business areas: home, away from home and office, with a focus, as always, on innovative technology and consumption systems.