Venditalia Voices: inside Vending with Lavazza

First episode of Venditalia Voices: Lavazza and the future of coffee vending.

The first episode of Venditalia Voices, the new series dedicated to the key players of the upcoming Venditalia 2026, features Marco Barbieri, Italy Marketing Director at Lavazza. He shares the brand’s vision for the world of coffee vending, a strategic channel that transforms every consumption moment into a distinctive and recognizable experience. His insights kick off a series of contributions that will explain why Venditalia is the industry’s benchmark and the new opportunities emerging across the entire supply chain.

Is the vending channel a distinctive opportunity for Lavazza to connect with consumers?

Automatic distribution is a strategic channel for Lavazza. It complements our product offering and allows us to be present even in workplaces, creating a direct touchpoint with consumers.

Vending enables us to strengthen our daily relationship with people, bringing the Lavazza experience anywhere there is a need for a coffee break and enjoyment. Our challenge is to grow together, lead the channel, and make consumers “trust vending machines” as a place to experience high-quality coffee.

Can the presence in the vending channel help reinforce brand visibility and positioning across different consumption contexts?

Vending is a key channel and a central pillar of Lavazza’s strategy, providing a critical touchpoint with consumers. It allows us to reach different consumption contexts with a consistent, high-quality experience, strengthening brand visibility and positioning.

This year, we launched Tales of Italy, a project dedicated to Vending and OCS that highlights our identity through a distinctive concept combining Italian heritage, taste, and aesthetics. This initiative consolidates trust and preference for Lavazza while contributing to the growth of the entire sector.

What are your expectations for Venditalia 2026, and what factors could add value for a brand like Lavazza?

Lavazza is a category leader in the coffee market, and vending represents a strategic driver for brand development. At Venditalia 2026, we aim to showcase our ubiquitous brand strength, emphasizing innovation, quality, and the experience we offer across all touchpoints.

Venditalia 2026 will take place from May 6 to 8 at Rimini Expo Centre, serving as the reference event for the vending and automatic distribution industry and an unmissable opportunity to discover the latest market trends and innovations.

Subscribe to our the newsletter to stay updated with the latest news from Venditalia: SUBSCRIBE HERE