Lavazza, Italy’s leading coffee brand worldwide, will be the official coffee for the first time at the San Sebastian Festival, to take place from 22-30 September.

During the event, Lavazza will have its counters and strategic points in different areas, from where it will serve coffee from its complete La Reserva de ¡Tierra!range, including its latest addition: La Reserva de ¡Tierra! Cuba.

The San Sebastian Festival is the most important in Spain for the film industry and enjoys widespread international prestige. So much so that it has become the fourth activity or cultural institution to have the greatest impact among those held in the country, according to the Culture Observatory at the Fundación Contemporánea. It is also the only festival listed in the A-category by the FIAPF in Spain, one of the seven in Europe, and one of the fifteen in the world, on a par with those of Cannes, Berlin and Venice.  

The festival’s unquestionable fame and outreach share a strong similarity with Lavazza’s international leadership in the coffee sector; the company can be found in 140 markets and serves 30,000 million cups of coffee every year, offering the best possible experience.

According to Víctor Santos, Iberia Regional Sales Manager at Lavazza: “We are very pleased to start this collaboration with the San Sebastian Festival, with which we share the spirit of offering an excellent experience to the audience and consumers. In addition, we have long-standing ties with the city of San Sebastian, given that in the past we were present at San Sebastian Gastronomika, where we served real Italian espresso to all participants at the event. It is a pleasure for us to continue offering the best coffee in all corners of the world”.

Sustainability, trademark of Lavazza

La Reserva de ¡Tierra!, the Lavazza range present at the San Sebastian Festival, is the brand’s collection of sustainable quality blends dedicated to professional baristas. The La Reserva de ¡Tierra! blends are synonymous with excellence and sustainability: they come from farms which are either certified by the Rainforest Alliance or organic, carefully selected and roasted to offer a unique flavour reflecting the origins of the coffee. Each blend in the La Reserva de ¡Tierra! range contains grains from territories and communities involved in social responsibility projects, promoted and managed by the Lavazza Foundation.

With creation of the Lavazza Foundation in 2004, the Group began lending a structure to its commitment to social, environmental and economic sustainability, starting with support to the coffee producing communities through measurable projects, currently standing at 33, which benefit more than 180,000 coffee growers in 21 countries on three continents. By means of collaboration with local partners from the community, the Foundation aims to improve the yield and quality of the coffee produced, foster the business spirit among producers and improve their living conditions, while valuing the work of women and involving the new generations.

About the Lavazza Group

Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. Today, the Group is one of the leading players in the world café scene, with a turnover of more than €2.7billion and a portfolio boasting the leading brands in their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse.
The company is active in all business sectors and operates in 140 markets, with 8 production plants in 5 countries and almost 5,500 collaborators worldwide. The Group’s global presence is the result of growth spanning more than 125 years, while the more than 30 billion cups of Lavazza coffee produced every year are witness to a tremendous success story, with the aim of continuing to offer the very finest coffee, in all its forms, focused on all links of the supply chain, from selection of the raw material until the product reaches the cup.

The Lavazza Group has turned the coffee culture on its head by continually investing in research and development: from the intuition that marked the company’s early success, the blend of different natural coffee varieties and origins, to the development of innovative packaging; from the first espresso drunk in space, to the dozens of industrial patents. The ability to stay ahead of the times is also reflected in the attention to sustainability (economic, social and environmental), a constant reference when deciding its corporate strategies.
“Awakening a better world every morning” is the Lavazza Group’s social purpose, with the aim of creating sustainable value for the shareholders, collaborators, consumers, and the communities in which it is present, combining competitiveness with social and environmental responsibility.