Few things in life pair better than Italian espresso and your favourite sweet treat, and this year, Lavazza took to the road with world-renowned pastry chef Fabrizio Fiorani to showcase the Tales of Italy collection across Europe
It’s been a busy year for Lavazza, which at the start of 2025 launched Tales of Italy, an exciting new coffee range inspired by the legendary espresso traditions of Milan, Venice, Rome and Naples. To promote the collection, Lavazza teamed up with world-renowned pastry chef Fabrizio Fiorani, who has crafted pairings for the Tales of Italy range inspired by Milanese risotto, Venetian tiramisu, Roman Maritozzo and Napoli sfogliatella.
This year, Chef Fiorani embarked on an epic journey across Europe to delight espresso and cappuccino enthusiasts, business leaders, sports fans, and cultural aficionados alike with his coffee pairing menu.
“Together, we tell the invisible art of emotions”, says Chef Fiorani. “From Wimbledon to Venice, from Roland Garros to Rome: my journey with Lavazza is a path of taste and inspiration, where the new four Tales of Italy blends become the common thread of a breakfast that breaks the rules and turns unconventional.
“Tales of Italy captures the rhythm of Italian coffee culture through a fresh and contemporary lens. “Unconventional Breakfast” is a memorable format that speaks directly to our B2B partners — not just to drive product interest, but to share the Tales of Italy concept they can bring to life in their own spaces, creating added value beyond the cup,” says Michelle Cannone, Away From Home Director, Lavazza Group.
Here are the highlights from an exciting year of coffee innovation, celebration and appreciation as Lavazza marks its 130th anniversary – plus the final events to cap off a momentous 2025 for the iconic Italian coffee roaster.
The Lavazza Tales of Italy European Coffee Tour 2025
Sirha Lyon
Lyon, France – 23 January
The first stop of the year was Sirha Lyon in France – Lavazza’s second largest market worldwide – where Lavazza France presented the Tales of Italy Collection to the French hospitality and gastronomic community at one of Europe’s premier pastry, bakery, snack and food industry exhibitions.
HIP Madrid
Madrid, Spain – 10-12 March
As the largest multi-specialist innovation event for the hospitality industry, HIP Madrid was the natural choice for Lavazza to introduce Tales of Italy to the Spanish market. Here, Fioriani was joined by fellow pastry master, Albert Adrià, to create a sumptuous breakfast and brunch menu blending sweet and savoury pastries.
Moebious
Milan, Italy – 19 March
Listed among The World’s 50 Best Bars, Michelin-starred Moebius in Milan was the perfect venue for Chef Fiorani to showcase his Tales of Italy tasting experience to esteemed members of the Italian business community and the press.
Tabli Milano
Milan, Italy – 6-13 April
Set against the backdrop of Milan Fashion Week, Lavazza unveiled a bold innovation to the press in Milan: Tabli is Lavazza’s game-changing patented single-serve coffee system, which uses capsules formed from 100% ground coffee to eliminate disposable waste.
Lavazza Barista Challenge 2025
Turin, Italy – 8-10 April
Seventeen top baristas from around the world descended on Lavazza’s headquarters in Turin for the Lavazza Barista Challenge 2025. Chef Fiorani was one of four esteemed judges assessing each coffee-based beverage inspired by the Tales of Italy range
Mutua Madrid Open
Madrid, Spain – 22 April-4 May
Underscoring its longstanding support for tennis, Lavazza began sponsoring the Mutua Madrid Open in 2024. This year, Chef Fiorani treated members of the press to an exclusive coffee and pastry pairing experience inspired by the Tales of Italy range.
Roland Garros
Paris, France – 25 May-8 June
Chef Fiorani’s exclusive tasting experience for journalists and PR professionals was hosted by Lavazza Regional General Manager Pietro Mazzà at the Lavazza Training Center on the world-famous Champs Élysées.
Wimbledon
London, UK – 30 June-13 July
Marking 15 years of Lavazza sponsorship, the Tales of Italy collection proudly took centre stage at the world-famous tennis tournament. Chef Fiorani presented a unique coffee pairing experience blending state-of-the-art technology with homages to classics, such as strawberries and cream, vanilla shortcrust hazelnut, milk chocolate, and of course – coffee.
Caffè Delle Esposizioni
Rome, Italy – 10 July
Chef Fiorani was once again crafting his magic, this time in the Italian capital, to present The Tales of Italy range to esteemed members of the business community and press, who were treated to his exquisite coffee pairing menu.
Ristorante Paridiso
Venice, Italy – September
Two special cappuccinos: “Ode to Venezia” and “Ode to Napoli”, were presented to Lavazza’s clients and PR network at the historic Ristorante Paridiso in Venice. Chef Fiorani added his signature gourmet touch, with local pastry flavours mingling with the art of Lavazza’s Italian cappuccino.
ATP Finals
Turin, Italy – 5 November
Lavazza returned to its home city with an even more exclusive event to celebrate its deep connection with Turin and mark its 130th anniversary.
