Café L’Or, from the owner of Pilão, partners with Ferrari – 03/14/2024 – Café na Prensa

L’Or, a brand belonging to the Dutch group JDE Peet’s, which also owns labels such as Pilão, joined the trend of coffee companies that associate themselves with luxury brands and announced a global partnership with Ferrari.

The L’Or Espresso brand will appear on the Italian manufacturer’s car in the WEC, the World Endurance Championship, and on the drivers’ uniforms. The partnership does not extend to the Formula 1 team, the company’s main showcase.

JDE reported that the initiative will result in the launch of personalized products, such as a limited edition of coffee and coffee machines.

Associating yourself with luxury brands is an old marketing practice in the industry. Some previous examples are the collaborations between Lavazza and Cartier, Illy and Gucci, Nespresso and Baccarat, Starbucks Reserve and Swarovski.

In an article published on the Coffee Intelligence website, expert Sarah Charles says that these initiatives are a way to “appeal to consumers’ desires for status, exclusivity and sophistication”.

“These partnerships can also help commercial coffee roasters stand out in a crowded market without the need to invest in quality or innovation,” writes Charles.

Despite the partnership, Italian Illy reported that coffee continues to be served at the Ferrari restaurant in Maranello, the city in the Emilia-Romagna region where the team is based.

FESTIVAL OFFERS TASTINGS IN COFFEE CITY 200 KM FROM SÃO PAULO

A coffee festival takes tastings, lectures and workshops to the municipality of Andradas, in the south of Minas Gerais, between this Friday (15th) and Sunday (17th). The city is around 200 km from the capital of São Paulo.

The Andradas Café Festival will feature an exhibition of national brands, championships, courses and coffee tastings from producers in the region, known precisely for its coffee growing.

The festival has free entry and will be held at the city’s Wine Pavilion, which is located in the so-called volcanic region — a coffee producing area that involves 12 municipalities between the south of Minas and the northeast of São Paulo.

EXPORTS ARE NOT IMPACTED BY CONFLICTS IN THE RED SEA

Brazilian coffee exports did not suffer the impacts of conflicts in the Red Sea, which have caused disruptions in global maritime transport, and ended February with a total of 3.626 million 60 kg bags, according to a report from Cecafé (Council of Coffee Exporters of the Brazil).

The value represents an increase of 48.9% compared to the 2.435 million bags shipped in the weak February 2023. In the accumulated result for the first eight months of the 2023/24 harvest, exports total 30.689 million bags, which corresponds to a growth of 24.3%.

According to Cecafé, the conflicts that impact ship traffic in the Red Sea have not in fact affected Brazilian exports, but the entity says it is monitoring the situation.

Brazil’s main partners in this first two months of 2024 remain the same. The United States leads the ranking, with 1.368 million bags imported, which is equivalent to 17.9% of the total, followed by Germany, representing 16.2%.

China, which has consistently increased coffee consumption, is consolidating itself as one of the main buyers of Brazilian beans. In this first two months, the country was the sixth largest importer, with the acquisition of 256,931 bags, an increase of 158.5% in relation to the volume shipped in the first two months of 2023.

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