Lavazza unveils new brand playbook for US market

The Italian roaster has launched a new packaged coffee range with US hip-hop icons Pharrell Williams and Pusha T in a bid to broaden its appeal in the key growth market – and stay ahead of the competition

In May 2026, Italian coffee roaster Lavazza pinpointed growth in the US as key to increasing annual group revenues to €5bn ($5.95bn) within the next few years.

To achieve that goal, the Turin-based business has moved to appeal to a broader section of US coffee consumers with its first hip-hop collaboration.