The unveiling of the Lavazza Calendar 2026 marks more than the launch of a cultural icon. Presented in international preview at Art Basel Miami Beach, the 34th edition of one of the longest-running artistic projects in global branding becomes a strategic lens through which to read the key priorities shaping Lavazza’s 2025 and the outlook for 2026.
Titled Pleasure Makes Us Human, the calendar aligns with a broader brand positioning that integrates culture, sustainability, innovation and international growth. The launch comes in a symbolic year for the Group, which celebrates 130 years since its foundation in 1895 and 10 years of history as a consolidated global group, as highlighted by President Giuseppe Lavazza in his 2025 opening letter.
The Lavazza Calendar 2026 as a cultural and reputational asset
Signed by Alex Webb, a leading member of Magnum Photos, and developed under the creative direction of Armando Testa, the Lavazza Calendar 2026 offers a visual “Grand Tour” of Italy articulated through twelve locations. Far from postcard imagery, the photographs depict everyday life and shared moments, with coffee acting as a recurring narrative element, a visual “punctuation” that connects people, places and gestures. “I tried to follow the light, colours and movements of people, capturing images that convey a certain level of energy and resonance. As a photographer, I tend to see beauty, art and pleasure even in small gestures and simple moments, like sipping a cup of coffee”, Webb explained.
The decision to debut the calendar at Art Basel Miami Beach carries a clear strategic value. As one of the most influential contemporary art fairs globally, Art Basel Miami gathers thousands of collectors, gallerists and cultural operators each year, offering Lavazza a high-visibility platform with strong reputational spillovers. As official partner, the Group reinforced its long-standing relationship with photography and positioned its brand within a global cultural ecosystem, enhancing soft power and brand equity in a highly competitive international context.
Innovation, sustainability and organizational transformation
Beyond its cultural dimension, 2025 stands out as a year of deep organizational and industrial transformation for Lavazza. The Group introduced a new governance model built on three pillars: brand development, innovation of the product experience and digital transformation of business processes and data governance. The appointment of Paola Francesca Scarpa as Chief Digital Transformation Officer signals an acceleration in advanced technology adoption, including AI and data-driven strategies. Carlo Colpo assumed the role of Chief Marketing Officer, while Pietro Mazzà was appointed Chief Innovation, Sustainability & Institutional Relations Officer, consolidating sustainability and innovation within a single strategic function.
On the product side, a major milestone was the presentation of Tablì, the first system based on a “tab” made of 100% coffee, developed following the 2020 acquisition of Italian startup Caffemotive. Supported by more than 15 new patents, Tablì opens a new product category within the single-serve segment, a market that has recorded steady global growth over recent years and is increasingly influenced by circular economy solutions.
Social policies, global partnerships and the US market
Lavazza’s 2025 agenda also placed strong emphasis on social sustainability and human capital. The introduction of the Global Parental Policy guarantees a minimum of eight weeks of fully paid parental leave worldwide, regardless of gender, family structure or adoption status, exceeding national regulations in several countries. According to Enrico Contini, Chief Human Resources Officer, the policy represents “un investimento nel benessere delle nostre Persone”. In parallel, Lavazza achieved significant milestones in gender equality, obtaining EDGE certification across multiple markets, including EDGE ASSESS Plus in Italy and North America.
Looking ahead, 2026 opens with the announcement of a strategic partnership with American Airlines. From next year, premium Lavazza blends will be served onboard flights and in Flagship and Admirals Club lounges, reaching millions of passengers annually. As stated by Heather Garboden, Chief Customer Officer of American Airlines, the agreement aims to deliver “un'esperienza legata al caffè ricca e appagante”, while strengthening Lavazza’s footprint in the United States, a key growth market for the Group.
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Cover: photo by Beyzaefe, Pexels