Carlsberg is selling Coffee ! (Lavazza)

by Chee Leng
(singapore)

Carlsberg just signed a deal with Lavazza opening the doors for pub owners a chance to rent or buy Lavazza capsule machine.

So, in a way Carlsberg IS selling coffee (unless they do not earn from such an arrangement).

I read in an article that the pub and beer joints are dying in UK, although the coffee culture is still strong and very much growing in the whole of Europe.

This is an interesting offer from Carlsberg but it is aptly quote by Paul Waller their Director of Third Party Brands, " ...we can now offer our on-trade customers a total drinks solutions...".

And it definitely fits in with Carlsberg ethos of "we deliver more...".

After all, beer cannot be consumed for the entire day while coffee can. And if this is a growing culture why not partner with one of the big players in this industry.

I have seen numerous promotions, involving drinks and food, but this is the first involving coffee and beer, an interesting combination, one that I believe is a win-win situation.

Not everyone that goes to a pub drinks beer, and now with lavazza range, you have an offering for the non-beer drinker.

How do you see this -does it make marketing sense to you?