Coffee Collaborations - Rugby, Retail, and Airline Deals Heat Up

Coffee Collaborations - Rugby, Retail, and Airline Deals Heat Up

French coffee brand Carte Noire has partnered with France Rugby to become its official coffee supplier starting January 2025. This collaboration will see Carte Noire branding at the Stade de France and includes various promotional rights. Meanwhile, UK supermarket Waitrose is reviving its free coffee offer for loyalty members, allowing them to enjoy a complimentary drink daily with a reusable cup. In Italy, Lavazza has teamed up with Lamborghini to launch a premium coffee blend that captures the essence of luxury cars. Additionally, World Coffee Research has renewed its commitment to invest $10 million in sustainability efforts for coffee farming. Lastly, illycaffè has become the official coffee partner for ITA Airways, ensuring its coffee is served on all flights and in airport lounges.

• Carte Noire to feature prominently at rugby matches in France.

• Waitrose's free coffee offer aims to boost store visits and loyalty.

• Lavazza and Lamborghini's coffee blend reflects luxury branding.

• WCR’s $10 million investment focuses on sustainable coffee farming.

These developments highlight the increasing importance of brand partnerships in the coffee industry. Collaborations with sports, retail, and travel sectors not only enhance brand visibility but also promote sustainability efforts. As coffee consumption continues to rise globally, these initiatives can significantly impact consumer habits and environmental practices.

Source/In-other-coffee-business-news-18-24-January-2025).

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