Carlsberg signs with coffee giant

Carlsberg UK has signed a deal with Italian coffee brand LavAzza to give licensees the chance to forge a coffee offer in their pubs.

Customers will be able to order coffee beans and begin retailing coffee for the first time by renting or buying LavAzza capsule machines.

Carlsberg and LavAzza distributor Seaga Caffe will be on call to offer expert advice on coffee retailing.

After ordering the product, customers can add their coffee order on to their weekly beer order for one delivery.

LavAzza PoS is available from www.carlsbergwedelivermore.co.uk​.

"Having a top class coffee offer completely fits into the ethos of We Deliver More — we can now offer our on-trade customers a total drinks solution," said Paul Waller, director Third Party Brands at Carlsberg.

"Coffee is such a massive opportunity in the on-trade in terms of licensees widening their appeal to customers and generating better profit margins. Sales are consistently growing and there is growing consumer demand."

International sales director at Seaga Caffe Gary Partridge said: "We will provide customers with the very best opportunity to maximise client satisfaction and gain repeat business."