Committed to building a better world, one coffee at a time, the Italian coffee company unveils the secrets of coffee beans this summer, to let coffee lovers in the UAE dive into a world of unrivalled freshness, intense aroma and peerless expertise

09 May 2023 – The unique quality of coffee beans means that everyone has the opportunity to discover the origin of coffee, setting off a sensorial journey that goes far beyond the immediate taste. It means choosing every detail with the utmost focus and care, an approach that perfectly suits coffee lovers who love plunging into the unique ritual of preparation.

Leveraging its centenary of coffee mastership, Lavazza experts have shared some insider tips to become a true coffee expert, for a sensory experience that turns coffee into a real ritual.

Tip 1 – Prioritise freshness and aroma

Coffee is a delicate substance, when it’s exposed to external substances (like oxygen for example), its qualities can be affected and even changed.

Because they’re whole, coffee beans give a superior result in terms of aroma and freshness.  Grinding the beans pulls out all of the compounds that give coffee its delicious taste and distinct aroma, for an enveloping experience that wins all senses even before the first sip. If you grind your coffee right before brewing, it results in one of the freshest cups of coffee you’ll ever make.

Tip 2 – Pay attention to grinding

To give an excellent in-cup result, grinding must be defined precisely based on the extraction system chosen and the grinding result will vary depending on the amount of pressure each method applies.

In order, we have:

• Very fine grind is ideal for Turkish Coffee preparation à Extraction not involving filtration.
• Fine grind is ideal for espresso preparation à Extraction at about 9 bar pressure, to be finally adjusted to obtain perfect extraction in the cup in about 25/30"
• Medium/fine grind is ideal for Moka Pot preparation à Extraction at about 1 bar pressure.
• Medium/foarse grind is ideal for filter coffee preparation à Extraction at ambient pressure.

Tip 3 – Storage is key

Once the package is opened, Lavazza experts recommend storing the coffee in an airtight container, and in a cool, dry place - away from light and heat sources. These precautions will help maintain the freshness of the coffee beans longer.

Tip 4 – Make it a coffee ritual

Some people may prefer the convenience of ground coffee, for a quicker and easier at-home coffee moment. But grinding coffee beans gives coffee a whole different taste - not only it results fresher and richer in flavor, but the gesture itself naturally infuses positive vibes to your morning. It turns your daily coffee habit into a ritual that fuels the rest of the day, not just with caffeine, but also with focus and happiness.

About 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 on the global coffee scene, with turnover of over € 2.7 billion and a portfolio of top brands that lead their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse.

It is active in all business sectors and has operations in 140 markets, with 8 manufacturing plants in 5 countries and about 5,500 collaborators all over the world. The Group’s global presence is the result of over 125 years of growth and the more than 30 billion cups of Lavazza coffee produced every year are a testament to a remarkable success story, with the goal of continuing to offer the best coffee possible, in all forms, by focusing on every aspect of the supply chain, from the selection of the raw material to the product in the cup.

Lavazza Group has revolutionised coffee culture by investing continuously in research and development: from the intuition that marked the company’s earliest success - the coffee blend - to the development of innovative packaging solutions; from the first espresso sipped in Space to the dozens of industrial patents. The ability to be ahead of the times is also reflected in the focus on sustainability - economic, social and environmental - which has always been a benchmark for guiding corporate strategies.

“Awakening a better world every morning” is the corporate purpose of Lavazza Group, with the aim of creating sustainable value for shareholders, collaborators, consumers and the communities in which it operates, combining competitiveness with social and environmental responsibility.