Caffè Vergnano is gaining market share in the super premium category and is expanding with a training center in Hungary

By: Trademagazin Date: 2022. 09. 23. 08:45

Every second Hungarian starts the morning with an espresso, according to a joint survey of 2,500 people conducted by Coca-Cola HBC Hungary and gkid. The unbroken and growing popularity of coffee is one of the reasons why Coca-Cola HBC expanded its portfolio with a second coffee brand, Caffè Vergnano, after Costa Coffee. The company’s goal is for Caffè Vergnano, as a new entrant to the super premium market, to gain a 0.5% market share in the entire Hungarian coffee market by the end of 2023, which means a 200% increase in volume and a 220% increase in sales revenue.

The dream of the Vergnano family was for their coffee to reach all parts of the world, and they can realize this dream together with the large beverage company.

At the beginning of this year, the Coca-Cola HBC group was one of the first to start the exclusive distribution of Caffè Vergnano premium Italian coffee products in Hungary, after acquiring a 30% stake in the brand owner Casa del Caffè Vergnano in October 2021.

Caffè Vergnano also places great emphasis on the transfer of tradition and professional knowledge, which is why its training centers have been established worldwide. With the network of Accademia Vergnano training centers, the company strives to make the secrets and practices of quality coffee-making as widely known as possible to representatives of the hospitality industry and those interested in coffee. The first Accademia Vergnano was established in Chieri, the hometown of the Vergnano family, commemorating the company’s history that began in 1882.

LWP