During the rebuilding following the second World War, Luigi Lavazza was fervent about
pushing his coffee beans and nothing else, insisting, "We need to be professors of
single products." Lavazza recognized that, just as a harmony is created when the
right notes are combined in the right way, an even cup of coffee is created only by
blending the right origins in the right way. And that Luigi Lavazza did successfully.
Indeed, by the 1950's, when Lavazza's advertising campaign hit the streets with the
slogan "Miscela Lavazza...heaven in a cup", Lavazza had already
begun innovating into different types of espresso roasts and packaging. By the end of
the fifties, Lavazza cemented itself in all Italian media as the true coffee of Italy.
Make no mistake, Lavazza espresso (not Lavazza expresso-let's get
it right if we are going to be true aficionados) is for serious coffee and espresso
drinkers only. It produces the finest crema right out of your
Jura-Capresso, Rancilio, Saeco,
FrancisFrancis!, or other
premium espresso machines.
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