Italian coffee company Lavazza has announced the launch of its new Mosaic line of blends, developed especially for coffee drinkers in Australia.
The new product range was developed in collaboration with local artists and tastemakers to capture the essence of Australian coffee culture.
“Lavazza has been in Australia for 50 years, and our coffee is roasted right here in Melbourne, so to celebrate we are releasing a new line that embraces the country’s contemporary coffee community,” says Lavazza Trainer and Ambassador Nick Ferrara.
“We approached the Mosaic range very differently than any other coffee we’ve launched here previously. We wanted to show that we understand the market and are part of the market, so this line is quintessentially Australian.”
The new collection consists of three different coffees, each named to represent the contrasting Australian landscape, include Tidal, Ochre, and Retreat.
According to the team at Lavazza, each blend was meticulously crafted to suit the Australian palate. Tidal, the first in the range, is made up of 100 per cent Arabica from South America and Papua New Guinea and is medium roasted to elevate its sweetness and distinct flavours of plum and green apple.
Ochre is described by the brand as chocolatey and fruity, with a blend of Brazilian, Ethiopian, and Colombian beans. The final product, Retreat, contains a mix of high-quality Arabica and Robusta, and is designed to be paired with milk.
“We wanted to comprehend what consumers look for in a great coffee, so we invited 100 people, both external and internal, to blind taste our existing blends and competitors’ roasts. We asked them to grade each coffee on strength, bitterness, and sweetness,” says Nick.
“As we wanted to cover the whole spectrum of tastes in the Australian market, we used the grades to plot where our three new blends should sit among the most popular parameters. We decided on one at the chocolaty end of the scale, one in the middle, and another towards the fruitier side.”
The unique packaging was designed by Australian artist Daimon Downey and intends to encapsulate the natural and dynamic beauty of Australia as well as the creative and collaborative process behind the project.
“Working alongside Daimon, we approached the artistic concept of Mosaic through a contemporary Australian lens, while also ensuring we stayed true to Lavazza’s heritage,” says Peter Dorkota, Lavazza Trainer and Ambassador.
The blends will be available in quality cafés across the country from 1 August 2024. The brand will also host an industry party at Starward Distillery in Melbourne to mark the launch.
“We were determined to bring something fresh and innovative to the industry, and that required almost two years of research and development to create this new portfolio that truly delivers to the Australian coffee palate,” says Peter.
“We want to ensure this brand comes alive and we can’t wait to see people enjoy it. There’s an authentic story behind each coffee that captures the personality of Australia.”
BeanScene subscribers can read the full story of Lavazza’s creation of Mosaic in the August edition of the magazine.
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