JDE Peet’s announces L’OR Espresso partnership with Ferrari


JDE Peet’s has announced that L’OR Espresso, its coffee machine and capsule brand, has entered into a global partnership with Ferrari.

The collaboration will see L’OR Espresso join Ferrari throughout the FIA World Endurance Championship (WEC), a sportswear championship series that includes the 24 Hours of Le Mans race.

“We are thrilled to launch our new global partnership with Ferrari,” says JDE Peet’s Chief Marketing Officer Fiona Hughes. “Through this partnership, we continue to demonstrate our commitment to consolidate L’OR Espresso as a global premium coffee brand.”

L’OR Espresso will have visible branding throughout Ferrari’s WEC racing environment, including on the Ferrari 499P Hypercar and its driver uniforms. The partnership will also launch a limited-edition range of coffee and brewers inspired by the passion and craftmanship of both brands.

“The sensorial link between the two brands is obvious: leading in passion, in intensity of experience and in exquisite craftsmanship,” says Hughes. “L’OR Espresso will provide the Ferrari endurance team with the focus they need and allows the fans to be fully immersed in the experience.”

The Ferrari Hypercar racing team personnel, partners and guests will be served L’OR Espresso at WEC events.

“We are very pleased to start collaborating with a leading coffee company like JDE Peet’s and its fast-growing premium brand L’OR Espresso,” says Chief Racing Revenue Officer Lorenzo Giorgetti.

“We share the values of passion, meticulous attention to the consumer, and research for innovation, and are thrilled to begin this journey together. I am convinced that the activation of this partnership will be a great success.”

L’OR Espresso will also partner with Ferrari Challenge Trofeo Pirelly, the single-marque championship race.

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