L’OR Espresso enters into global partnership with Ferrari

JDE Peet’s has announced that L’OR Espresso has entered into a new global partnership with Ferrari.

The collaboration will see L’OR Espresso embark on a new chapter alongside the Ferrari in the FIA World Endurance Championship (WEC). The WEC is the world’s premier international sportscar championship and includes the legendary 24 Hours of Le Mans.

L’OR Espresso branding will be highly visible throughout Ferrari’s WEC racing environment, including branding on the Ferrari 499P Hypercar and driver uniforms.

The brand will partner with Ferrari to create bespoke content and activities to “celebrate the awakening of the senses, intensity of experience, and passion that racing and coffee bring to our lives”.

L’OR Espresso will also be served using L’OR Barista brewing systems in Ferrari Hypercar team hospitality for racing team personnel, partners, and guests at WEC events around the world.

The collaboration will culminate with the launch of a limited edition bespoke range of coffee and coffee brewers inspired by the passion and craftmanship exemplified by both brands.

L’OR Espresso will also partner with Ferrari Challenge Trofeo Pirelli, the most renowned single-marque championship that has brought together dream cars and passionate drivers on the world’s most prestigious tracks for over 30 years.

“Through this partnership, we continue to demonstrate our commitment to consolidate L’OR Espresso as a global premium coffee brand,” Fiona Hughes, chief marketing officer at JDE Peet’s, commented.

“L’OR Espresso awakens your senses to experience the power of Ferrari. The sensorial link between the two brands is obvious: leading in passion, in intensity of experience and in exquisite craftsmanship. 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.”